HBO Global Licensing has partnered with the global e-commerce provider Asknet to expand the European and licensing reach of the company's online store, the HBO Shop.
From January 2014, Asknet will provide a range of services for the branded merchandise retailer including services in local languages and acceptance of local currencies.
The firm will also undertake the responsibility for managing marketing and discount promotions as well as the co-ordinating merchandise suppliers while keeping fans informed of the latest products available.
The HBO Shop features branded merchandise from globally popular series including Game of Thrones, True Blood, Girls, Boardwalk Empire, Sex and The City and The Sopranos.
The partnership aims to build on the retailer's recent growth in the European market including the UK, Ireland and across the continent.
Michael Konrad, CEO of Asknet AG, said: "We are very pleased that, beginning in January, we have the opportunity to sell merchandise for renowned HBO programming.
"HBO is one of the world's leading premium networks with millions of subscribers whose programmes are known and loved around the world."
Diana Pessin, director of marketing and e-commerce, HBO Licensing, added: "We are excited to work with asknet to help us continue to support our developing European and international licensing business.
"The firm's international expertise will be invaluable as we strive to meet the needs and expectations or our extensive global fan base who are thirsting for new ways to engage with their favourite programming."