THQ has signed a new partnership with Sky One to sponsor the first series of the popular Stargate Universe.
The multi-million pound deal will run for eight months, ending in June 2010, and will see the publisher sponsoring episodes of the new show, as well as repeat episodes of Stargate SG-1 and Stargate Atlantis.
Promo spots will focus around THQ's key forthcoming titles, primarily those that appeal to the show's audience of over one million fans.
Ads began with Darksiders on November 3rd.
Other games tipped to be featured include Metro 2033 and Warhammer 40,000: Dawn Of War II: Chaos Rising.
THQ has made similar investments in the past with Sky, most notably sponsoring wrestling coverage with its WWE titles.
Earlier this quarter, the company has sponsored various shows to promote Discovery Animal Planet, The Biggest Loser and, of course, WWE.
Broadcast sponsorship has long been a core component of THQ's media mix,” said marketing director Jon Rooke.
The addition of a flagship sci-fi show such as Stargate Universe further bolsters our ability to engage and interact with an avid and hugely receptive audience with key brands such as Darksiders and Metro 2033.”
The sponsorship deal was brokered between Badge Media and Sky Media.
Badge Media's managing director Mark Gibson added: This is a huge investment from THQ in one of Sky's flagship programmes, which will create a crucial foundation for the support of these great new titles from THQ.”