SBC News Voice of the Sports Betting Industry
Fitzdares has exclusively revealed to SBC News that it has launched in Ontario, Canada this week as the firm continues in its international expansion plans.
This marks the first time the UK-based bookmaker has gone live in an international market, having so far provided its luxury betting services from its members’ clubs in West London’s Belgravia, the Cotswolds and at Ascot Racecourse.
The company received full licence approval from the Alcohol and Gaming Commission of Ontario (AGCO) in March 2022 and will deliver its betting services to Ontario customers under contract from iGaming Ontario, following a year of development and preparation. 
Fitzdares CEO and Founder William Woodhams said: “The Ontario market has been saturated with look-alike brands and we hope to bring a new approach to sports betting and iGaming in the province.
“We are confident Canadians will enjoy our best in class customer service and we cannot wait to permanently open our Club in Toronto for a truly luxurious sports watching experience.”
From a product perspective, Fitzdares informed SBC that it will adopt a hyperlocal approach, earmarking the Toronto-based Maple Leafs NHL team, Raptors NBA franchise and Blue Jays as holding potential for bespoke betting products.
To mark its launch in Ontario, Fitzdares has prepared a launch party around the upcoming Super Bowl, where it will gather its first 100 customers to showcase and promote its ‘premium’ betting offering.
This pop-up venue will be hosted at the Harbour 60 restaurant in Toronto, complementing the group’s existing portfolio of members’ clubs in the UK.
Further down in the line, the group will widen its offering in March to cater to a broader group of Canadian bettors.
The launch comes after Fitzdares revealed to SBC News that the company was searching for a new West London venue – describing Mayfair as ‘the traditional home of bookmakers’ – to accommodate a growing customer base.
Woodhams added: “We are delighted to finally launch Fitzdares in Ontario. The product has been in development for over a year – and it has certainly taken us Brits that long to learn not to say Ice hockey! We are so excited to share our bespoke experience with our first foray outside the UK in 140 years.”
An exclusive interview with William Woodhams on Fitzdares’ Ontario debut will be published on SBC News and Canadian Gaming Business (CGB) will be published soon
