International air carrier Lufthansa has become the first company to sponsor an entire vertical category of WashingtonPost.com's Sponsored Blogroll program, according to MediaPost.

The airline will run ads on all 100 of the travel blogs participating in the Post's program, which brings independently produced and run blogs under one umbrella. Ads on the network are powered by Adify's Build Your Own Network system. The ads are standard display units, not rich media.

WaPo has added several Web 2.0 features in the last several months, including displaying Technorati links to its stories and signing on bloggers to provide commentary or feeds that display on the Post's website.