The two multi-million pound deals will see BT and Sainsbury’s share sponsorship equally across  a variety of programmes broadcast across the Channel 4 network leading up to the Games as well as the live coverage and highlights show broadcast during the Games themselves.

It is part of the biggest marketing campaign in Channel 4’s history.

As revealed exclusively on insidethegames last month, Channel 4 are promising record-breaking coverage of the Games, including 150 hours of live coverage of London 2012, a 400 per cent increase on Beijing 2008.

The deal with BT and Sainsbury’s will officially begin on August 29, which marks two years to the day of the Opening Ceremony.

To mark the anniversary, Channel 4 will screen a weekend of programming dedicated to the Paralympics.

Highlights will include “Inside Incredible Athletes”, a feature-length documentary which will profile seven athletes, of all whom are expected to represent ParalympicsGB and examine the science behind their extraordinary ability.

The weekend will also see the first episode of The Paralympic Show – a new 10-week magazine series about disability sport that will include highlights from the International Paralympic Committee World Swimming Championships in Eindhoven, which are due to begin on August 16.

Suzi Williams, BT Group Marketing and Brand Director, said: "BT is a long-time passionate supporter of Paralympic sport.

"From our headline sponsorship of the BT Paralympic World Cup to our support for ParalympicsGB and for athletes like Lee Pearson and Oscar Pistorius  - we are committed to helping these amazing athletes be the very best they can be.

"The new two year collaboration with Channel 4 turbo-charges that activity and we are very proud and excited to be part of it.

"Together we will share the inspirational power of Paralympic sport with the widest possible audience and provide a lasting legacy for the Paralympic Movement.”

Gwyn Burr, Sainsbury’s Customer Service and Colleague Director, said: "This partnership will help us to drive awareness, understanding and engagement with the London 2012 Paralympic Games.

"We see the Games as the ideal platform from which to talk to customers across the country, about our commitment to promoting a healthy, fitter lifestyle across all ages and abilities.

"We look forward to working alongside Channel 4 over the next two years to ensure that these are the best Paralympic Games yet.”

The multi-million pound marketing campaign is due to be launched this weekend with an on-air trail broadcast across the Channel 4 Network from next Sunday (August 15) and will conclude with full-page adverts, which will be published in the sports sections of national newspapers across the Bank Holiday weekend.

Julian Bellamy, the acting chief creative officer of Channel 4, said: "The London 2012 Paralympic Games promises to be one of the most exhilarating sports events ever broadcast and we want our viewers to feel part of this incredible spectacle.

"Too often the Paralympic Games has been made to feel like an after-thought and we are determined to change this.

"By broadcasting peak-time programming produced in an innovative, thought-provoking and entertaining way over the next two years, we believe we can really engage the public in Paralympic sport and give ParalympicsGB the attention and creditability they deserve."

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