Organisers of an ambitious new comedy festival in Devizes have defended hiring controversial comic Jim Davidson as a headline act.

Mr Davidson has been labelled racist, homophobic and sexist for his uncompromising routine. Three years ago he was fired from the TV programme Hell’s Kitchen for insulting homosexuals and his act is known for its lewd and racist jokes.

Mr Davidson will appear at the Devizes International Comedy and Ukelele Festival from September 30 to October 2 at the Corn Exchange.

The organisers are Mark Cann, of Patney, and Julian Pertwee, of Devizes, and Devizes-based Wadworth Brewery is the main sponsor.

Mr Cann is chief executive of the British Forces Foundation charity based in Pewsey and founded by Jim Davidson. He denied hiring the controversial comedian is a financial risk. He said: “Jim is no more racist or homophobic than comedians doing stand-up on a Saturday night. Jim is a big-name star, there’s no better joke teller alive.”

Mr Cann, who said Mr Davidson would be paid less than his normal fee, added: “To see good comedy you have to go all the way to Swindon and Bristol, which is a long way. I’m going to bring the very best there is to Devizes at reasonable prices.

“Anyone who writes to me to say they didn’t enjoy it can have their money back.”

The other comedians include Kev Orkian and Jamie Sutherland.

Mr Pertwee, marketing consultant to the Bear Hotel in Devizes, hopes the festival will be an annual event and grow to become a “Glastonbury for comedy.”

On each of the three nights a collection will be made for The British Forces Foundation, the Wiltshire Bobby Van Trust and a third charity to be announced.

Open mic events will be held at Wadworth pubs during the festival to encourage new local comic talent.

Mr Davidson was in fine form cracking jokes when he attended the media launch of the festival at Wadworth’s visitor centre on Tuesday.

The 56-year-old, who lives in Hampshire, was awarded an OBE in 2001 for his services to entertainment, particularly of British service personnel in conflict zones.

He said the material for his Devizes show on October 1 will include anecdotes from his experiences entertaining troops. He said: “This will be an opportunity for us to get together in a small intimate theatre and have a good old chat and a good old laugh. Some of the stuff that happens in the forces you could never make it up.

“I’m not homophobic, I’m a bit racist but what I am guilty of is being sexist and I hate political correctness. I will tell jokes about black people, white people and Scottish people.

“My best line is when I ask disabled people in the audience who come to see me why they are allowed to park near the doors of the supermarket when they have got wheels while me, who has to walk, has to park miles away. The disabled people laugh their heads off while non-disabled people say ‘dodgy subject’.”

Mr Davidson said since his controversy on Hell’s Kitchen he had been out on a pub crawl in the gay community with Brian Dowling, the subject of his rant on the programme, and former Metropolitan police chief Brian Paddick.

Wadworth marketing director Paul Sullivan said the brewery is sponsoring the festival with a “sizeable amount of money.” He said: “We feel the festival is an exceptionally good fit with our ale. We hope the festival will attract people from outside Devizes to visit.

“Jim Davidson is a professional and he has his style. Some people will like him and some people won’t.”

Tickets are on sale ranging from £8 to £35 from Devizes Books or online at www.devizescomedy.com