United States TV comic Stephen Colbert has become the new primary sponsor of the country's speed skating team.
The Colbert Report show stepped in after previous sponsor DSB Bank NV declared bankruptcy in October.
US team members will now sport the phrase "Colbert Nation", a reference to the show's fans, on their clothing.
US speed skating chief Robert Crowley admitted the arrangement, which relies on viewers donating cash to the team, was "definitely unconventional".
He added: "We're highly optimistic that the country is going to get behind this and get behind the Colbert Nation and support this amazing team.
"But I don't have any idea if it's going to make $5 or $500,000. I couldn't tell you."
"It's kind of unseemly how many Canadians I'm going to have to be dealing with"
The scheme sees no money paid directly from the show to the team. Instead, fans can donate online.
The US has claimed 75 medals, 32 of them gold, in Olympic speed skating history.
At the 2010 Winter Olympics in Vancouver, the US team will include Shani Davis, Chad Hedrick and short track star Apolo Anton Ohno.
"On their enormous, billboard thighs, it will say 'Colbert Nation'," said Colbert before Monday's announcement was aired.
"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."
Colbert's one complaint was that the sport "still tragically involves a lot of Canadians.
"It's kind of unseemly how many Canadians I'm going to have to be dealing with," he stated.
Dutch bank DSB was to pay $300,000 (£183,000) for the sponsorship but failed to make its payments.
That left the US team little time to court new sponsors before the Games begin in February.
It is not the first time Colbert, who casts himself as a mock conservative talk-show host on the show, has added his name to a cause.
Past objects to bear the Colbert name include a NASA treadmill on board the international space station and a bald eagle.
RELATED INTERNET LINKS:
Colbert Nation
US Speedskating
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