Turn or Torino?

It seems that there is some confusion in the media as to precisely where the forthcoming Winter Olympics are being held.

Is it Turin, or Torino?

Turin is the English translation of the Italian word Torino. Therefore, if the English speaking media are to follow standard practice, the word should be Turin.

Someone needs to tell the guys at NBC Sports that it is the shroud of Turin, not the shroud of Torino!