Fitzdares, one of the world’s original bookmakers, has partnered with London’s oldest professional football club, Fulham FC.

With Fitzdares dating back to 1882 and Fulham to 1879, this iconic West London tie-up is a marriage of two historic institutions.

Fitzdares sees Fulham FC as the perfect Club to plant their football goalposts.

As part of the innovative partnership and through an emphasis on shared moments, history and humour, Fitzdares and Fulham plan to launch a series of activations and messaging that will bring a sense of fun into the game.

Fitzdares, who have previously been named Racing Sportsbook of the Year, also boasts a highly exclusive members-only Club in Mayfair called The Fitzdares Club.

The Fitzdares Club provides a comfortable and luxurious location in the heart of Mayfair to watch Fulham games, ideal for Fitzdares members who are not able to watch the team live.

William Woodhams, Fitzdares CEO, said: “This partnership has its roots in the 19th century and we are bursting with excitement to finally join up with London’s original football Club.

“Dare I say, the only place better to watch football than The Fitzdares Club is at the Cottage. We will be adding a Craven Cottage Pie to our menu immediately to bring a taste of West London royalty to Mayfair.”

Jon Don-Carolis, Fulham FC Sales Director, added: “We are delighted to welcome Fitzdares as Fulham FC’s Official UK Betting Partner.  Our organisations are proud of our heritage and embrace innovation whilst providing a closer and more personal experience for our fans and audiences.

“An aligned partnership between the world’s oldest bookmakers and London’s original football club is poised to deliver a range of exciting and creative initiatives throughout the season.”