Parimatch Tech has initiated a new marketing campaign in cooperation with sporting partner Chelsea FC, taking inspiration from Arthurian legend.

Drawing from the story of the ‘Sword in the Stone’, the campaign – billed as ‘The Chosen Ones’ – features Chelsea players Marcos Alonso, César Azpilicueta and Thiago Silva.

Taking a footballing spin on the ancient British story, the video sees the Chelsea players work to retrieve ‘the ball in the stone’, as fans across London follow the action in newspapers and on their phones.

When a professional strongman, a group of competitors and a crane lift are unable to remove the ball, the aforementioned Blues are eventually successful.

Parimatch first linked with the club – which currently sits atop the Premier League table, and made inroads in its defence of its Champions League title by defeating Juventus 3-0 on Tuesday night – in August of this year under the terms of a three-year contract.

Commenting at the time, Parmatch Tech Co-CEO Roman Syrotian said: “Becoming an official partner of 2020/21’s European champions is a great thrill and responsibility. Luckily, Parimatch is all about conquering new heights and unwinding emotions, and we are so excited for the next three years that this partnership is about to bring.”

In addition to Chelsea, Parimatch also maintains partnerships with the aforementioned Juventus, Aston Villa, Brighton and Hove Albion, Southampton, Everton and Leicester City.

Additionally, the company’s latest sports-oriented arrangement was secured in September with Oleksandyr Usyk – the boxing pride of the international betting tech company’s home market of Ukraine – earlier this year, with the WBA, WBO and IBF heavyweight champion serving as the firm’s first responsible betting ambassador.