Private bookmaker Fitzdares has confirmed that it will be launching a permanent private members’ club in the heart of Mayfair.
Following a series of pop-up events, including a drive-in Derby and a virtual royal enclosure for Ascot, Fitzdares hopes to give its members a chance to watch live sport ‘in both comfort and luxury’.
Discussing the launch of the members’ club, William Woodhams, CEO of Fitzdares, said: “We are thrilled to introduce one of the most luxurious sports clubs in the country.
“While most bookies are closing their doors or just going online, we believe that the future of bookmaking is not algorithms or bombarding customers with mass advertising. It is the connection between the bookmaker and the sports fan that really counts.”
Opening on 1 September 2020, members will benefit from a weekly schedule of previews and talks by sports stars and pundits, including Fitzdares’ new ambassadors John Motson OBE and Sir Geoffrey Boycott.
The club will boast ‘state-of-the-art audio-visual equipment’ as well as 4K HD streams of live sporting events. Spread over two floors, the club also has a restaurant, bar, two private dining rooms as well as a dedicated Racing Room.
In addition, Fitzdares has noted that the club will include an ‘extensive wine cellar’ which has been ‘hand-picked by former Bar Director at Sketch, Dom Jacobs’, due to be complemented by the locally brewed Fitzdares Ale.