The first five short films are being aired at 7.55pm this week, while a further five films will be screened in August.

They feature two-time Paralympic gold medal winning swimmer and multiple world record holder Ellie Simmonds and three time European Championships "Golden Boot" winner, blind football striker Dave Clarke.

The other films broadcast this week feature reigning Paralympic archery champion Danielle Brown, boccia gold medallist David Smith and triple gold medallist track and field star Stephen Miller.

Jat Sahota, Sainsbury's head of sponsorship, said: "We are delighted to be partnering with Channel 4 on these fantastic films.

"They form a key part of our wide-ranging marketing plan designed to celebrate Sainsbury's sponsorship of the Paralympic Games.

"The films really capture the values of courage, determination, inspiration and equality embodied in the Paralympic Games.

"We hope they will get the nation behind our athletes and help make London 2012 the best Paralympic Games ever."

The films form part of Sainsbury's sponsorship of Paralympic sport on Channel 4.

The sponsorship, which they share with BT, includes a variety of programmes broadcast across the Channel 4 network leading up to London 2012as well as the live coverage and highlights shows broadcast during the Games themselves.

"These beautifully produced films are a partnership between Channel 4 and Sainsbury's," said Deborah Poulton, the Channel 4 Paralympic Project Manager.

"They are a perfect introduction to the 'ones to watch' in 2012, and are part of our mutual marketing goals to try and make these outstanding athletes household names in the run up to the London 2012 Paralympic Games."

This ground-breaking dual sponsorship between Sainsbury's and Channel 4, which was negotiated and managed by Drum PHD, also includes sponsorship of Channel 4's Paralympic website, where the short films can be viewed.

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