The company is transforming the spectator experience at the Berlin Arena through a suite of technology-enabled features, including the TCL Lucky Frame, which captures and broadcasts game highlights to audiences worldwide. Wei Xue, Vice President of TCL Technology, noted that the initiative aims to amplify the stories of resilience and teamwork displayed by athletes, using the tournament as a platform to encourage women’s participation in sports through the “Her World, Her Rules” program.

Beyond the arena, TCL is leveraging the tournament to demonstrate its smart living ecosystem. Fans are encouraged to follow the 36-game competition through various hardware, ranging from large-format televisions to RayNeo wearable displays and mobile devices. This strategy aligns with the firm's broader global engagement, which spans partnerships in football, esports, and the Olympic movement. By embedding its display and smart home technologies into the tournament’s infrastructure, the brand seeks to maintain a consistent connection with fans, extending the energy of the championship from the courtside boards directly into the living room.