Chef, author and TV personality
Anthony Bourdain

Bravo has signed Michelob to sponsor the online destination of the new season of "Top Chef." Michelob will also sponsor Anthony Bourdain's blog.

Susan Malfa, Bravo's head of ad sales, says past "Top Chef" sponsors enjoyed commercial recall, positive brand recall, brand likeability, and intent to purchase, according to MediaPost.

Other sponsors include Clorox under Kingsford, Hidden Valley, KC Masterpiece brands, Toyota, and Verizon Wireless.

The Clorox brands incorporate a company website featuring "Top Chef" videos. And Verizon Wireless customers can view "mobi-shows" from the series on a "Bravo To Go" channel in the VCast service.