Music + Sports + Technology = Telecom Trifecta?

Ah, the Olympic Games. A time for national pride, international camaraderie, inspiring athletics, and ... exclusive music from the people who send you your phone bill?

As NBC begins its Olympics coverage by broadcasting the Opening Ceremony on August 8, AT&T will start a program of its own: Team U.S.A. Soundtrack.

It's a collection of limited-edition music created specifically for the Games and featuring tracks from artists like Nelly, Colbie Caillat, Sheryl Crowe, and Kate Voegele. The tracks can be heard throughout the Summer Games on NBC and its Spanigh-language sister network, Telemundo.

But like the Beijing Olympics, the tracks won't be around forever. When the Games end, so do music sales.

"The idea of the Team U.S.A. Soundtrack is to drive excitement and support for Team U.S.A. athletes throughout the Olympic Games," says Steven Schwadron, a spokesperson for AT&T. Meaning that sales will cease as our athletes pack up and head home from Beijing.

While all the proceeds will benefit America's Olympians and Paralympians, there's something in it for the corporate side, too.

"It's a terrific opportunity to show our support for these amazing athletes--and demonstrate how AT&T is truly evolving into an entertainment brand," Jamie Butcher, an AT&T vice president, said in a statement.

Uh, entertainment brand?

Yep. AT&T say it's seeking to conquer TV as part of what it describes as its "three-screen integration strategy." Viewers will hear the songs on TV, buy them from a special AT&T website that opens on August 8, and play them on their iPhones, which run on AT&T's wireless network.

"It's a great opportunity to showcase our support for these amazing athletes -- and our international wireless services and technologies," Schwadron says.

by Marisa Rindone