The sponsorship has had its challenges, however, reports Howard Berkes, although they are
of the type that seem to generate even more publicity. Stephen Colbert initially wanted his face to appear on the thighs of the skaters but, given the variables of anatomy and skin-tight material,
"he'd have cheeks stretched wide like Silly Putty," Berkes says. A Colbert Nation logo will grace skaters' thighs instead.
Then, apparently wary of the comedian's intentions, speedskating star Shani Davis called Colbert a jerk. Colbert responded by challenging him to a race. Davis accepted the challenge and the results will be televised this week.