updated 10:45 am EST, Fri February 17, 2006
Free ads for Apple
Apple is getting some free publicity at the Olympics, as atheletes listen to and promote their iPod during the games in Italy. "But the biggest winner of all may have been Apple, maker of the tiny iPod that soared to glory along with Teter. This Olympics, U.S. snowboarders have competed while listening to the personal music device, and skiers, speed skaters and other Olympians from all over the world have been observed listening raptly during practice and before competing.... All of which makes for great press." While Apple said it does not target atheletes, the iPod is a "sponsorship waiting to happen," according to once Olympic Committee spokesperson. "One of the lasting images of these games is going to be these snowboarders with their iPods," said Abraham Madkour, executive editor of SportsBusiness Journal, a trade magazine that covers the sports industry. "It's the perfect form of subconscious marketing."