The agency has been briefed to promote products created around current TV shows including Game of Thrones, True Blood and Boardwalk Empire, as well as series including Sex and the City.

Activity will include promoting fashion apparel, jewellery, digital and CD soundtracks, games, books as well as exclusive, premium collections in partnership with designer brands.

The team will also help raise awareness of HBO's direct to consumer storefront, www.store.hbouk.com, and international retail outlets that distribute the network's branded merchandise.

James Costos, vice president of global licensing at HBO, said: "Premier has great experience building thoughtful and effective public relations campaigns in the consumer products landscape and we are excited to be working with them."

Duncan Purves, director of brands at Premier, said: "We are absolutely delighted to be working with HBO to promote their innovative and exciting range of licensed products. Sky TV viewers know the shows and we will be targeting them, as well as encouraging new mainstream consumers to buy into the brands through the merchandise with a variety of creative initiatives throughout the year."