Publicists Matt Paget and Michael Haas have ankled Rogers & Cowan to launch Extension PR to rep entertainment projects, as well as brands and sports leagues looking to tie in with Hollywood.

Firm’s initial client roster includes Arad Prods., run by Avi and Ari Arad, the father-son team behind Sony’s upcoming reboot of “Ghost Rider” and the adaptations of the videogame franchises “Uncharted,” “Infamous” and “Mass Effect.” Avi Arad formed Marvel Studios, through which “Spider-Man” was first produced.

Venture is being backed by NFL player Keith Bulluck.

Paget and Haas will focus on helping consumer brands and sports orgs pair up their products, athletes or teams with TV shows, films and celebrities and various new-media platforms in ways that will expand their exposure with fans and new audiences.

“When we say crossover PR, we don’t mean forget about a brand’s traditional audience but, rather, we help clients create an overall strategy that simultaneously embraces their roots and reaches new target groups by treating them as distinct, yet complimentary efforts,” said Paget, who will serve as managing partner of Extension PR with Haas.

The two already had been working on similar deals while at Hill & Knowlton, where they met in 2004, and more recently at Rogers & Cowan, where they reunited to work with Coca-Cola and General Mills’ products, Lamborghini, Ford Motor Co., Captain Morgan, the PGA Tour and NASCAR.

“Earned media gives consumers a credible outlet for connecting with brands,” Haas said. “As the most trusted and unbiased marketing platform available, we’re seeing the world’s top brands move their focus to PR as a primary tool for reaching new customers.”