Fitzdares, “the world’s finest bookmaker” (so they say), has opened a permanent private members’ club in the heart of Mayfair. Following a number of successful pop-ups, the bookmaker has decided to go one step further in providing members somewhere to watch live sport in both comfort and luxury.
Fitzdares has been taking large sporting wagers since 1882. And “as the spiritual home for bookmakers, and also where Fitzdares was originally founded, Davies Street in Mayfair has been chosen as the ideal home for the club”. It is spread over two floors it has a restaurant, bar, two private dining rooms and a dedicated racing room.
As well as drinks, sports, and other amenities, members will be entertained by a weekly schedule of previews and talks by famous sports stars and pundits. This will include their new ambassadors, the legendary football commentator, John Motson OBE, and the iconic England cricketer, Sir Geoffrey Boycott.
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.”
Alongside beers and wines, the Fitzdares Club menu will offer food that is made on-site throughout the day. Expect bresse chicken and truffle dippers, burgers made from rump and bone marrow, and lobster croissants.
Open seven days a week, from noon until midnight (and beyond if there’s boxing), those interested in applying for membership will simply have to demonstrate a love of sport.