????埃文斯還記得，以前要看自己游泳的回放錄像，就必須坐在池邊，拿著便攜攝像機在恰當的時刻按暫停鍵，再不停地按倒帶和快進鍵，這個過程往往弄得人精疲力竭。克萊則說，他以前每次練習跑步之后額處境也差不多，上屆北京奧運會時也還得這樣。而現在，克萊表示：“有了這項技術，我們的成績提高就毫無限制了。它會改變整個運動界。”

????一家德國豪華車廠商卻為自己贊助的運動員提供新型攝像技術，這聽起來有點讓人詫異，但威利士認為其實不必對此感到奇怪。他說：“我們是一家工程技術類公司。我們將長期支持運動員提高成績，至少到2016年前我們都會堅持這么做?！睂嶋H上，在倫敦奧運會期間，寶馬將在北美進行有史以來最大規模的媒體投放。

????威利士稱，寶馬還在為其汽車開發更復雜的行人偵測技術。目前各大汽車品牌的新車品質都在大幅提高，問及在這樣的背景下，寶馬如何持續保持競爭力時，他說：“我們只需要保持原創，并始終確保我們的車是終極座駕就行?！辈贿^，從長期來看，全力以赴開展一場讓人印象深刻的奧運會贊助活動是否能讓用戶對“終極座駕”增加額外的好感，還有待觀察。

????譯者：清遠

????Evans recalls that in the past, to watch the replay of a lap, she'd have to sit on the side with a handheld camera and push pause at just the right moment, constantly hitting rewind and fast-forward in frustration. Clay says he would end up in a similar position after his practice runs, even as recently as the last Summer Games in Beijing. Now, Clay says, "The sky's the limit with this technology. It could change the world of sports."

????If it sounds surprising that a German luxury carmaker is offering its sponsored athletes new camera technology, Willisch insists that it shouldn't be. "We're an engineering company," he says. "We're in this for the long-term; we'll be doing this until at least 2016." Indeed, BMW's biggest media buy ever in North America will air during the London Games.

????Willisch says BMW is also working on more sophisticated pedestrian detection for its vehicles. And when asked about how BMW can continue to compete when there has been an increase in quality of new cars across the board, he responds, "We just have to stay authentic and always ensure that it's the ultimate driving machine." Whether pulling out all the stops for an impressive Olympic sponsorship indeed curries extra favor for the "ultimate driving machine," in the long run, remains to be seen.