APOLO ANTON OHNO - COLBERT TO BECOME SPONSOR OF U.S. SPEEDSKATING TEAM

COLBERT TO BECOME SPONSOR OF U.S. SPEEDSKATING TEAM

In a promotion as unusual as the show itself, The Colbert Report has agreed to become the primary sponsor of the U.S. Speedskating team, Colbert announced on Monday night's episode. In an interview with the Associated Press prior to the taping of the show, Colbert boasted, "On their enormous billboard thighs, it will say, 'Colbert Nation,'" referring to his fan base. Speedskating champ Apolo Anton Ohno cheered the news, telling the A.P. in an email message, "Any attention the sport can get is going to be beneficial. I'd like to see how creative they can get! I'm game to do a skit about it -)." The wire service said that Colbert stepped in after the team's original sponsor, DSB Bank NV, had to pull out after it declared bankruptcy last month. Colbert himself is unlikely to bear the cost of sponsorship -- about $300,000 -- but instead will probably appeal to his audience to contribute to a fund.

03/11/2009