TCL Inspires Her Greatness at the FIBA Women's Basketball World Cup 2026

As a FIBA Global Partner, TCL brings TCLforHer to life through technology-enabled fan experiences that celebrate women athletes, connect fans, and extend the energy of the game beyond the court.

BERLIN, Sept. 5, 2026 /PRNewswire/ -- The FIBA Women's Basketball World Cup 2026 takes place in Berlin this September, with the world's top women's basketball teams competing on the sport's biggest stage. As a FIBA Global Partner, TCL is bringing its TCLforHer initiative to life at the tournament with a series of technology-enabled fan experiences that let standout performances by women athletes be seen, shared and celebrated by audiences worldwide.

With the FIBA Women's Basketball World Cup 2026 taking place in Berlin alongside IFA 2026, TCL is using this rare meeting of global sport and consumer technology to connect the energy of the court with the future of smart living.

"The FIBA Women's Basketball World Cup is a powerful platform for celebrating the confidence, resilience and teamwork that define women's basketball," said Wei Xue, Vice President and ESG Director of TCL Technology and Chairman of the TCL Charity Foundation. "Through TCLforHer and our partnership with FIBA, TCL is using technology not only to enhance the fan experience, but also to help the stories and achievements of women athletes inspire more women around the world."

TCLforHer Champions Women's Sport On and Off the Court

During the tournament, the TCL Player of the Game award will honor standout performances across 36 games, recognizing the skill, strength, leadership and resilience shown on the court.

Beyond the court, TCL's commitment to celebrating women's achievements extends through TCLforHer, a global initiative launched in 2021 that brings together technology, sport, and education to support women's personal development. Through FIBA's "Her World, Her Rules," TCL encourages girls and women to build confidence, challenge limitations and pursue their potential through sport.

From the Court to the Living Room, TCL Brings Elite Sport Closer to Fans

TCL's support is visible throughout the tournament through courtside advertising boards, on-court decals, media backdrops and a dedicated fan interactive booth at Berlin Arena, while fan activations—including TCL Lucky Frame, giant TIFO display and TV giveaways—turn live game highlights into memorable fan moments.

Outside the arena, TCL is extending the passion of the game to home entertainment and mobile through TVs, RayNeo glasses, and mobile devices. Whether watching the game on a large living-room screen, exploring more personal viewing through wearable displays, or following and sharing moments on mobile devices, TCL is bringing the game's energy into more everyday settings through a richer range of on-screen experiences.

Inspiring Greatness Through Global Sports Engagement

Sport is a key pillar of TCL's global brand strategy and a shared language through which it creates emotional connections with audiences across cultures. Spanning football, basketball, American football, esports, and more, TCL is building a global partnership network that connects fans with world-class sport.

As an Official Worldwide Olympic and Paralympic Partner and FIBA Global Partner, TCL brings international sporting moments into everyday life through its display technologies, smart home appliances, and smart living experiences. Beyond these global sports platforms, TCL is also connecting with fans locally through football partnerships with major European national teams and clubs, creating more everyday touchpoints for fans to experience their favorite sports and teams. Together, these partnerships help TCL bring fans closer to their favorite athletes and teams, igniting more moments that Inspire Greatness every day.

About TCL

Founded in 1981, TCL—short for "The Creative Life"—is dedicated to empowering smarter, healthier lifestyles through next-generation experiences. Operating through two independent entities, TCL Industries and TCL Technology, TCL delivers innovative solutions spanning TVs, smartphones, audio products, smart home devices, display technologies, and clean energy.

Today, with 50 R&D centers and 47 manufacturing bases globally, TCL operates in over 160 countries and regions, reinforcing its position as a globally competitive smart technology brand. To further inspire greatness, TCL has become an official Worldwide Olympic and Paralympic Partner in the Home Audiovisual Equipment and Home Appliances category. 

https://www.tcl.com/global/en  

 

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TCL Inspires Her Greatness at the FIBA Women's Basketball World Cup 2026

TCL Inspires Her Greatness at the FIBA Women's Basketball World Cup 2026

Connected products understand and adapt to everyday needs

BERLIN, Sept. 5, 2026 /PRNewswire/ -- Haier, the world's No. 1 brand in major home appliances for 17 consecutive years*, showcased an AI-powered smart home ecosystem at IFA 2026 spanning garment care, refrigeration, cooking, entertainment, digital services and robotics. Under the theme "Home of Intelligent Possibilities," the showcase demonstrates how connected appliances can evolve into a coordinated home that senses conditions, understands context, learns from user habits and adapts the way devices operate, creating a more intuitive and responsive experience at home.

AI That Adapts to Everyday Life

Across the portfolio, AI turns real-time information into practical adjustments. The Vision 15 washing machine uses an internal camera, sensors and algorithms to detect factors such as load size, balance and foam levels, and then adjust water levels, detergent dosing, drum movement and program settings. In refrigeration, the Maestro prototype brings several preservation technologies together. Its AI Food Care System 2.0 recognizes stored ingredients and recommends suitable conditions to help users manage food more effectively.

The ID Ultimate Series 6 oven applies the same approach to cooking. Its internal camera recognizes food, monitors cooking progress and can stop the program when the desired result has been reached. In the living room, UltraSense AI analyzes content and ambient conditions to adjust picture and sound on Haier Smart TVs in real time.

Together, these technologies extend AI into coordinated home scenarios across laundry, food care, cooking and entertainment. The hOn app brings Haier Europe's connected products, services and home experiences together in a single digital environment, enabling them to work together around daily routines and translate connected technology into practical benefits at home.

This progression from individual products to coordinated home scenarios is already reaching users at scale. According to Euromonitor International, Haier Smart Home was recognized as the world's No. 1 smart home enterprise based on global smart home revenue in 2025. Haier smart home platform has surpassed 130 million registered users worldwide and recorded 86.1 billion smart scene interactions in 2025.

Extending Intelligence Into Physical Interaction

Haier also showed how AI and embodied intelligence could translate smart home intelligence into physical tasks. The showcase featured humanoid robots interacting with appliances, robotic cleaning systems designed to recognize objects and different types of dirt, along with companion robots developed for voice assistance and personalized support.

The Haier Exoskeleton extended this theme beyond the home. Its sensors and algorithms interpret movement intentions in real time and adjust the assistance provided to each user, supporting mobility while preserving natural movement. Together, the demonstrations reflect Haier's work to connect AI, appliances and robotics around practical human needs.

This technology portfolio is supported by Haier's "10+N" open innovation system, which connects global research resources with local user insights. In the first half of 2026, Haier topped on IPRdaily's global smart home invention patent list for the 15th consecutive time. Looking ahead, Haier plans to invest at least 13 billion euros over the next five years, with a focus on foundational technologies including artificial intelligence, semiconductors and IoT security to underpin its AI-native transformation.

Haier's presence at IFA also highlights its global sports partnerships under the "Play with the Number Ones" concept, connecting the pursuit of excellence in sports with the brand's focus on innovation, performance and better user experiences worldwide.

Visitors can experience Haier's smart home technologies in Hall 3.1 at Stand 101 during IFA 2026 in Berlin from Sept. 4 to 8.

*Source: Euromonitor International Limited; Consumer Appliances 2026 Edition; % unit share, 2025 volume sales data

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Haier Showcases AI-Powered Smart Home Ecosystem at IFA 2026

Haier Showcases AI-Powered Smart Home Ecosystem at IFA 2026

Haier Showcases AI-Powered Smart Home Ecosystem at IFA 2026