The London-based agency will provide PR support across the broadcaster's coverage of the Paralympic Games and other Paralympic sport events, including next month's BT Paralympic World Cup in Manchester and the "one year to go" landmark on August 29.

Pitch will also be responsible for raising awareness of Channel 4's dedicated programming schedule focusing on disabled sport, including its regular series "That Paralympic Show" and upcoming feature documentaries in the build-up to London.

Jane Fletcher, the controller of press and publicity at Channel 4, said that the broadcaster wanted PR support to "build a fan base for disabled sport and drive viewers to our coverage".

She said: "Following the success of our bid to broadcast the London 2012 Paralympic Games, it was important for us to bring on board an agency with extensive sporting expertise to raise the profile of our commitment to Paralympic sport."

Channel 4 will join a portfolio of Pitch clients that also includes Manchester United captain Rio Ferdinand, Hugo Boss and the Velux 5 Oceans Race. 

Henry Chappell, the chief executive of Pitch, added: "The challenge for Channel 4 is to change perceptions of Paralympic sport among the sports media and the public and we are well placed to provide expert guidance and a creative strategy to achieve this."

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