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Whenever Michael Phelps or Libby Trickett breaks a world record, it is not just the spectators in the stands that jump to their feet and applaud.

As the photographers happily snap away and the television commentators start yelling themselves hoarse, the swimmer's sponsors are laughing all the way to the bank.

World records never last long in swimming but a flood of records in the lead-up to the Beijing Olympics has created an unlikely controversy because most were achieved in Speedo's new space-age swimsuit.

The jury is out still out on whether the suits are actually responsible for all the records. The manufacturers wink and smile whenever they're asked about their benefits but scientists who have tested them have found no real evidence proving there are any advantages.

Whatever the case, the controversy has been a marketing dream for the sponsors whose product has suddenly become one of the most recognizable brands of the Games even though they are not an official sponsor.

The traditionalists have cried foul, claiming technology is ruining their sport, but for most of the swimmers, it's all just a storm in a teacup.

"What's the big deal about having such advancements with products in swimming?" said Australian Grant Hackett, whose team is sponsored by Speedo and will wear custom-made outfits in Beijing.

"In other sports we want to see Michael Jordan jump higher, Roger Federer play better tennis, we want to see Lance Armstrong on a better bike in his heyday."

The Australian head coach Alan Thompson said the new suits were just the latest innovation in a long series of costumes changes over the last century.

"The aim of the game is to break world records. That's what our sport's about ... that's what we come to watch," he said.

"We want to see what the boundaries are and we want to take them as far as we can within the rules of the game."

The United States, who will also been fitted out with their own custom-made Speedo suits when they plunge into the Water Cube, were also wondering what all the fuss was about.

"I know it's an Olympic year but I've seen training the previous nine months before our trials like nothing I've ever seen before," U.S. head men's coach Eddie Reese said.

"They don't train in the suits so it's got to be a combination.

"Maybe if they had little invisible outboards or jet engines then you could give all the credit to the suits."

(Source: Reuters)