97% flagship growth. 575% in XXL screens. That's a partnership built to sell, not just be seen.
Challenge
There is no bigger stage in American marketing than the NFL. When TCL became the Official TV Partner of the league, we earned a seat next to the most-watched content in the country. Great partnerships come with a great responsibility: making the investment show up in sell-through, not just impressions. That was my job.
Insight
Nobody upgrades their TV for a Tuesday. They upgrade for football season. The NFL isn't a media buy — it's the single biggest reason Americans buy bigger screens, and the buying window is as predictable as the schedule.
Idea
Activate the partnership full-funnel around the moments fans actually buy: campaigns with the faces of the game, retail programs timed to the season, and screens big enough to make the living room feel like the fifty-yard line.
Execution
Justin Herbert fronted national XXL TV and cross-line-of-business campaigns. Eli Manning and Kay Adams launched the premium lineup in New York. Million-dollar TV giveaways hit NFL tentpoles like the Black Friday game. Brand, media, e-commerce, and retail ran as one system, so the awareness the partnership earned converted at the shelf.
The numbers
Year-over-year growth in TCL's flagship large-screen TV category.
Year-over-year growth in XXL screens, 98 inches and above.
Of TCL's total TV sellout, four points above category average.
Logos don't sell TVs. Reasons do.
The NFL gave us the best stage in the business. The growth came from what we built on it: every campaign wired to a purchase moment, every activation accountable to the shelf.
TCL × the Olympics: betting on greatness
Culture into commerce.