Colbert Nation Becomes Official Sponsor of U.S. Speedskating

In the latest example of crowdsourcing sponsorship, which we've covered extensively (here, here, here, here, and here) Comedy Central's Colbert Nation has stepped up to become an official sponsor of the U.S. Speedskating team.

Colbert Nation's sponsorship will include uniform branding and comes on the heels of the U.S.S.A previous sponsor, DSB Bank, declaring bankruptcy. Colbert made the announcement on last night's show, presented by Blackberry. Watch the clip below for the announcement around the 2:30 mark.

"US Speedskating is thrilled to be able to create a unique partnership between one of the great entertainers in the industry and one of the great sports in the Olympic movement," said U.S. Speedskating Executive Director Bob Crowley. "Embracing the U.S. Speedskating Team will provide immeasurable exposure for our sport and very talented athletes."

Comedy Central and The Colbert Report will not pay to sponsor the team, but rather plans to call its legion of fans to make donations to the cause at a co-branded website.

“My character sees the Olympics as war, but nobody gets hurt,” Colbert said.

Fans of the show can make a donation to the Colbert Nation U.S. Speedskating sponsorship here.