• by Mark Walsh  @markfwal, July 25, 2012

Earlier this year, eBay launched its Watch with eBay iPad app, which syncs with cable TV programming to show viewers products on eBay related to what they’re watching. In connection with the London Games, the company’s app will sync to Olympic coverage to display merchandise specific to the sports that’s on, from shoes worn by a particular track star to a poster of the U.S. swimming team.

Watch with eBay users enter their zip code, cable provider, channel and program they’re watching to get set up. Based on show and event-related keywords, the app then surfaces items from eBay’s 300 million product listings. With only 109 ratings in the App Store, it looks like the app hasn’t exactly taken off yet. Whether the Olympics will provide a big boost isn’t clear, either, though it could benefit some sports brands like Nike and Adidas.