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The Winter Games are in full swing in Turin, Italy with athletes proving their mettle on the rinks and on the slopes. The real winner of the games may be Apple, however, as its iPod is getting tons of free exposure to a worldwide audience. Though Apple doesn t specifically target athletes, Olympians from figure skater Kimmie Meissner to snowboarder Shaun White have been spotted using Apple s little music device during their runs. Burton Snowboards even designed outfits for the athletes to wear that have pockets designed especially for the iPod. While some people contend that listening to AC/DC during a ski run may not be especially safe, don t expect athletes to give up their iPods quite yet, especially considering how well the music device holds up in the cold.

'A sponsorship waiting to happen' [Baltimore Sun]