• by David Goetzl  @dgoetzl, March 6, 2008

Bravo has signed Michelob to sponsor an online element of the coming new season of its "Top Chef" franchise. Part of Michelob's role will include sponsorship of Anthony Bourdain's blog.

Other "Top Chef" sponsors are Clorox, Toyota and Verizon Wireless. The show premieres on Wednesday.

Food & Wine magazine will also continue to play a role, providing prizes for winners and receiving exposure in the magazine and at an Aspen, Colo. event it holds.

Susan Malfa, Bravo's head of ad sales, said the series has "generated results for our sponsor partners in past seasons--commercial recall; positive brand recall; brand likeability and intent to purchase."

Clorox has been a sponsor in previous seasons, using its Glad brand; this time, it will also introduce Kingsford, Hidden Valley and KC Masterpiece. The Clorox brands are part of a company Web site that will incorporate some "Top Chef" videos.

Toyota vehicles will be integrated in product placement-style as the contestants use Highlanders to travel around Chicago, where the show is set. Cameras will offer close-up shots.

Verizon Wireless customers can view "mobi-shows" derived from the series on a "Bravo To Go" channel on the VCast service.