Right To Play hires Pitch to sign up top athletes

International sports charity Right To Play has enlisted Pitch PR for a consumer and corporate campaign.

Pitch has been hired on a rolling contract to encourage leading athletes to become charity ambassadors and to ­attract more corporate partners. It is the first time the charity has used an agency in the UK.

Pitch will promote Right To Play’s new six-year partnership with Chelsea Football Club and use the ­charity’s Athlete Ambassadors to raise awareness. Current ­ambassadors include England and Chelsea footballer Frank Lampard, French football legend Zinedine Zidane and former England cricketer Darren Gough.

The agency will work on a number of consumer campaigns, including an international programme aimed at getting five million children involved in sport before the 2012 Olympic Games.

Pitch will also handle PR activity for a pro-celebrity golf event at Celtic Manor, the venue for the 2010 Ryder Cup, as well as a behind-the-scenes exhibition of photographs taken by leading figures in sport.

The account will be handled by Pitch’s account director James Scholefield, who reports in to the charity’s ­national director Chris Robinson.

Right To Play aids the ­development and education of children in disadvantaged areas of the world.

It uses sport as a way to teach ­children about teamwork, fair play and conflict resolution and currently operates initiatives in 23 countries in Africa, Asia and the Middle East.

The charity was founded by Norwegian Olympic speed-skating champion ­Johann Olav Koss.

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