Superhero movie Elektra to sponsor Sci-Fi's Dark Angel

LONDON – Universal's Sci-Fi Channel has secured the Twentieth Century Fox movie 'Elektra', starring Jennifer Garner, as the sponsor for its TV series 'Dark Angel', marking the first time a Fox movie production has sponsored a TV show.

The deal provides 'Elektra' with a series of promotional trails, bespoke 'Dark Angel' sponsorship bumpers and on-air and online content and promotions.

The sponsorship kicks off with the premiere of the second series of the James Cameron-produced 'Dark Angel' tonight and coincides with the launch of 'Elektra' on January 14.

Helen Davis, senior marketing manager at Twentieth Century Fox, said: "There was not only a natural synergy between Jennifer Garner's 'Elektra' character and Jessica Alba's Max, but also a perfect timing fit with the upcoming launch of the movie and 'Dark Angel''s second season premiere."

Garner first appeared as the Elektra Natchios character with Ben Affleck in the 2003 movie 'Daredevil'.

The deal follows on from three promotional strands last year when Sci-Fi promoted Fox's 2004 science-fiction movies, 'The Day After Tomorrow', 'I, Robot' and 'Alien vs Predator'.

The deal was negotiated by Sci-Fi head of brand solutions Elizabeth Sheard and Martin Galvin of Starom Mediavest.

Sheard added: "This deal is a sponsorship first for both parties but also clearly demonstrates Fox's trust in our properties, audience and creative expertise."

Sci-Fi reaches over 3m viewers a week and is a Universal Studios channel and a division of NBC Universal. Twentieth Century FoxStudios is owned by Rupert Murdoch's News Corp.

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