For Comedy Central and The Colbert Report, sponsor of this year’s U.S. Olympic Speed Skating Team, the trek of the torch to Whistler, British Columbia brings an opportunity to engage more deeply with their fans.

Colbert and Comedy Central teamed with enter:new media to create a custom Facebook tab to act as the social media headquarters for the show’s “Skate Expectations” campaign.

This custom, updatable application, provides fans access to a curated selection of videos and articles related to the U.S. Speed Skating team, the Winter Olympics and ColbertNation.com. Colbert’s Twitter feed, @StephenAtHome, is woven into the application, affording fans the chance to expand their relationship with the show across social media platforms.

But like all good social platforms, this tab does more than just provide cool content. Fans can show their support for the U.S. Speed Skating team by posting to the page as well as their own profile. Fans can even take their commitment a step further by donating to the team.

Finally the custom tab is designed to easily resize to the new Facebook tab standards being rolled out before the end of the month.

UPDATE: Facebook decided to feature this tab on their “Celebs on Facebook,”  page.