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TCL announces BAFTA partnership to bolster UK device launch awareness

Jasper Hart
June 29, 2020

Partnership follows 10 Series launch in June

TCL has struck a partnership with the British Academy of Film and Television Arts (BAFTA).

The partnership will see the manufacturer sponsor BAFTA’s A Life in Pictures series of video interviews, as well as the upcoming BAFTA Television sessions, which are beginning in July.

TCL’s BAFTA sponsorship follows on from the Chinese manufacturer’s UK debut with the launch of the TCL 10 series.

The TCL 10 Pro launched with EE, Tesco Mobile and Argos at the beginning of June, while the 10L is also available from Argos.

“The launch of our TCL 10 series handsets has been an exciting time for us,” said TCL northern Europe area director William Paterson. “We’re very happy to announce the highly anticipated debut has seen sales start strong across the UK and Ireland. It’s clear that now more than ever, people are looking to purchase a premium, yet affordable handset and we hope this campaign will show consumers that price does not mean a compromise on quality.”

TCL is also partnering with BAFTA Crew, a professional networking programme for film productions, to create a cinema advertisement for the 10 Pro.

TCL is not the first challenger brand to strike up a branding partnership with a British cultural institution to help publicise its launch. Last year, Oppo partnered with the Wimbledon tennis tournament and the Cricket World Cup in conjunction with its UK launch.

Eurostar Global and Data Select handle TCL’s distribution in the UK.

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