Top Chef Taps Michelob for Web

MEDIAWEEK - USA - Bravo has signed on a new official online sponsor for its culinary competition series Top Chef, cutting a deal with Michelob, while reupping Clorox, Verizon Wireless and Toyota.

Per terms of their respective deals, Verizon, Clorox and Toyota will receive what Bravo vp, ad sales Susan Malfa is calling “an unmatched level of brand exposure through exclusive in-show product integration, as well as a major on-air and online presence.”

Newcomer Michelob will focus its commitment to Top Chef: Chicago’s Internet platform, sponsoring online voting for the show’s “Fan Favorite” selection, as well as Anthony Bourdain’s BravoTV.com blog.

Meanwhile, for the third consecutive season, Clorox subsidiary Glad will pony up the $100,000 grand prize. At the same time, the Clorox-backed broadband site MealsTogether.com will host a number of exclusive Top Chef video clips and an interactive game.

On-air, the 2008 Toyota Highlander––the company’s mid-size SUV model––will serve as the contestants’ primary means of transportation throughout the course of the season. In addition to the aforementioned seed money, the winner of the contest will also receive a new Toyota Corolla.