It is the first time the channel has used a retained agency but there was no formal competitive pitch, with Eulogy winning the work after a referral and informal discussions between the channel and a number of other agencies.
MUTV managing director Peter Brookes said: 'Eulogy will be communicating the benefits of MUTV to consumers, and ensuring that media planners are aware of the quality of audience and global reach of the channel.'
More specifically, the channel has conducted research that suggests that there is an opportunity to develop more family viewing and is asking the agency to help generate this.
Eulogy joint managing director, Adrian Brady, said: 'It has found that it is not just one person who watches MUTV but that there is a "universal pull". We will be looking to use PR to capitalise on this and on the integrity of the MUTV brand, to generate subscribers.'
Aside from seeking to place lifestyle features to generate family viewing interest, Brady said there would also be activity in support of the recent recruitment of a number of famous ex-Manchester United players as pundits.
Profiles of those involved will be offered to targets such as newspaper sports sections and mens magazines.
B2B work will involve targeting the media trade press with the ultimate aim of raising the channel's profile with media planners and securing more advertising. The agency will also be doing some B2B work with international media, particularly in Asia where many of the channel's 6.2 million viewers live.
The channel, which is three-years-old, is seen in 44 countries and has just started broadcasting in the US and Russia.