Fulham FC has agreed to an extension of its partnership with bookmaker Fitzdares until at least the end of 2024.
The Premier League side first welcomed the firm for the 2022/23 season, during which time Fulham fans enjoyed a variety of matchday activations. The partnership now promises to continue its focus on ‘sporting values and traditions’.
It was also revealed that Fulham’s official betting partner is expected to upgrade the Craven Cottage stadium with a premium 30-seater lounge that will deliver ‘one of the best views in the Premier League’.
Commissioned by Fitzdares, the lounge will feature art by sports illustrator Bill Butcher and interior design by Rossana Bossom, who was also in charge of decorating Fitzdares’ luxurious Mayfair Club and 5 Hertford Street venues.
Will Woodhams, Fitzdares CEO, said: “When we started the Fitzdares Club four years ago it was beyond our wildest dreams to have a permanent location at a Premier League ground.
“Now, due to our brilliant friends at Fulham FC, we have created an unparalleled experience not only for our members, but for Fulham FC partners who get a little taste of Fitzdares on a matchday in the club’s new Partner Lounge.”
Additionally, Fitzdares will host exclusive non-matchday events for members that will also screen highlights from the wider sports realm such as the Cheltenham Festival, Wimbledon, Royal Ascot and various darts exhibitions.
Jon Don-Carolis, Fulham FC Club Commercial Director, added: “The incredible foundations which were created during the first year of the partnership between London’s original football club and the world’s oldest bookmakers made it a natural decision to extend, we were delighted.
“The added integration of the Fitzdares brand will bring a welcomed unique touch into the matchday hospitality offering. We look forward to creating more fun and engaging content together, while Fitzdares continues to promote the importance of responsible gambling to our fans.”