You can't buy advertising like this. Each of the olympic snowboarders paused before their runs to cue a favorite song on their Ipod, then placed it safely back in their parkas. You could see the white Ipod earbud cords dangling from their helmets. Ipod did not pay for this (that I know of) but it is a powerful product placement, especially in a sport and culture that respects authenticity over commercial advertising.
Now if I can get someone to manufacture my remote for the Ipod invention we will all be happy.