Paralympics Games sponsor Sainsbury’s is backing a second series of short films focusing on Paralympic athletes.

The 90-second films will air on Channel 4 from 30 January, featuring athletes candidly discussing the sacrifices they have made in their journey to this year’s Paralympic Games.

Among the 10 athletes featured is blind football skipper David Clarke, who says there should only be gold medals in sport because winning is the only thing that should matter. Other athletes profiled include swimmer Ellie Simmonds, cyclist Jody Cundy, archer Danielle Brown (pictured) and sprinter Hannah Cockcroft.

“The truly incredible athletes featured in these films have fantastic stories to tell, which embody everything that is great about the UK’s Paralympians,” said Jat Sahota, Sainsbury’s head of sponsorship.

“The Paralympic Games are an ideal platform from which to talk to customers about our commitment to promoting healthier, more active lifestyles for all ages and abilities, and we hope these films will inspire the nation as we head towards London 2012.”