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FRIDAY, NOVEMBER 20, 2009
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7

Colbert Sponsors US Speedskating, for Free

Comedian is counting on fans to step up after sponsor's bankruptcy

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(AP) – Of the many countries participating at the Vancouver Olympics, add Colbert Nation to the list. On last night's Colbert Report, Stephen Colbert announced his show has become the primary sponsor of the US speedskating team. What he didn't announce: He's not actually paying them a dime, he's just calling on fans to donate through colbertnation.com.

In exchange for his fundraising clout, the team uniforms will bear the show's branding. "On their enormous, billboard thighs, it will say, 'Colbert Nation,'" Colbert said in an interview before the taping. "Be looking for that logo as it comes around the final turn. It will be easy to see because it will be in first place." The team's largest annual cash sponsor, DSB Bank NV, left the team in the lurch when it declared bankruptcy in October.

US Speedskating executive director Robert Crowley, Olympic gold medalist Dan Jansen and host Stephen Colbert on the set of
US Speedskating executive director Robert Crowley, Olympic gold medalist Dan Jansen and host Stephen Colbert on the set of "the Colbert Report" Monday night in New York.   (AP Photo/Comedy Central, Kris Long)
Olympic gold medalist Dan Jansen, left, and host Stephen Colbert on the set of
Olympic gold medalist Dan Jansen, left, and host Stephen Colbert on the set of "the Colbert Report" Monday night in New York.   (AP Photo/Comedy Central, Kris Long)
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Stephen Colbert steps up for US Speedskating in this "Sports Report" segment.   (Comedy Central)

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7 comments
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LovinLife
Nov 3, 09 7:13 AM CST
Why do corporations wait until they declare bankruptcy before they give up their sports sponsorships? I work for a company that sponsors a national sports league in a really big way and our company is almost bankrupt. We're laying of another quarter of our staff this month (just in time for Christmas) and there is no talk of dropping this sponsorship - or even of spending the money on 170+ 30 second prime-time ads instead of one of these 'super' ads. This is not just sour grapes - I really want to understand. Reply
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LovinLife
Nov 3, 09 7:15 AM CST
Oh, and, Nice Job, Stephen! Count me in.
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+6
IN RESPONSE:
Yourself
Nov 3, 09 10:18 AM CST
what company is it? i'd gladly boycott it if i can for such a thing.
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+1
IN RESPONSE:
shonangreg
Nov 3, 09 4:12 PM CST
There has to be a financial return for the investment to begin with. When the economy is down, if you get more in return than you pay out for advertising, basically, it is still wise to do it. Stop, and you'll save money, but then you'll bring in less as well.
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JoeQ
Nov 3, 09 8:45 AM CST
It was clear enough on the show that it was a donation. Its a good thing that he did it too. Reply
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