TNT is doubling down on sponsorship in support of its upcoming slate of original shows.

The cable and satellite TV channel has extended and expanded its sponsorship of New York City’s Vulture Festival and added new partnerships with South by Southwest and next month’s Northside Festival in Brooklyn, N.Y.

“We’re developing lots of premium, elevated original series, and one of our goals this year is to bring the series to new audiences,” said Heather Crawford, TNT senior director of brand marketing.

The TV channel has placed more focus on original programming following the 2015 appointment of Kevin Reilly as president of TNT and TBS and chief creative officer with Turner Entertainment. The marketing executive is charged with revamping the two networks, with original programming playing a key role.

TNT used its sponsorship of last weekend’s Vulture Festival to promote two upcoming shows: Claws, an hour-long comedy that features the rise of five manicurists at a Central Florida nail salon, and Will, a drama about William Shakespeare’s wild and raucous early days.

TNT will launch Claws on June 11th and Will on July 10th.

The TV channel brought the shows to life through two curated dining experiences with celebrity chefs and cast members under the TNT Supper Club banner.

The Claws brunch featured a sit-down three-course meal by Top Chef winner Brooke Williamson, while the Will dinner featured a meal by James Beard Award-winning chef Jamie Bissonette that re-interpreted Elizabethan London.

Each seating sold out, with TNT donating the $10 ticket price to charity.

Other Vulture Festival activations included the “Claws and Cocktails” screening of the first episode of Claws (an event that featured a Q&A with cast members and the show’s executive producer) and a presence in the AT&T Vulture Lounge at Highline Stages that included thematic experiences for Animal Kingdom (T-shirt giveaways in support of the show’s Southern California vibe), Claws (free manicures) and Will (free notebooks inscribed with Shakespearian quotes).

TNT, which first partnered with Vulture Festival in 2016, this year expanded the partnership to include the inaugural Nov. 18-19 Vulture Festival Los Angeles.

“Vulture Festival reaches TV enthusiasts, pop culture fanatics, influencers, tastemakers and other people who love TV, and we have the opportunity to reach a similar audience in Los Angeles.”

The sponsorship compliments a media buy on VultureFestival.com and other platforms owned by festival owner New York Media.

“They saw us as a multifaceted platform with live experiential opportunities and targeted media opportunities throughout the year,” said Daniel Jasper, New York Media director of sponsorship.

TNT will activate the June 8-11 Northside Festival with a branded area where it will bring its programming to life through storytelling, artists, food, fashion and music. That includes a drunk Shakespeare interpretation of Will and nail artists in support of Claws.

TNT leveraged SXSW with a street takeover in downtown Austin, Texas that featured a surf simulator and other activities in support of Animal Kingdom.