The agency has been briefed to carry out a sponsorship maximisation campaign for Visitbirmingham.com. The tourism body became a sponsor of Birmingham City and Aston Villa football clubs for the 2008/09 season.
The move marks the first time the rival clubs had been involved in a joint initiative.
Hatch's work will start this month and continue through the 2009/2010 Premier League season.
The 12-month campaign will optimise the sponsorship, focusing on promoting the city of Birmingham and driving positive perceptions and increased visitors to the city.
Marketing Birmingham's marketing director Dave Hodgson said: ‘The two football clubs are an essential part of Birmingham's image and reputation. By working closely with the clubs we feel that we can boost the city's tourism and promote Birmingham as the fantastic destination that it is.'
Hatch was launched last year by former Ptarmigan MD Jason Madeley (PRWeek, 17 October 2008).