Brand Snapshot | Fitzdares opens luxurious sports club for the Cheltenham Festival

Fitzdares, the world’s finest bookmaker, will open a luxurious sports club for the week of the Cheltenham Festival, at Mark’s Club in the heart of Mayfair. With access to one of the most exquisite cellars in London and food from the world-famous private members’ club, the club will
have brokers on hand to help novices and experts alike as they watch the drama unfold on giant, state-of-the-art screens.

With 5,000 bookmakers closing their doors this year, Fitzdares are bucking the trend by creating a luxurious environment in Mayfair for their members to enjoy the beauty of the Cheltenham Festival.

The sports club will be hosted in private rooms within the club, showing all the live racing at Cheltenham, plus other sporting events that week, including Liverpool in the Champions League. Guests can book a table for lunch, simply turn up and order lobster sandwiches from the bar menu, or just sit back and place their bets in the comfort of the club’s beautiful armchairs and sofas, while the sport unfolds before their eyes.

William Woodhams, CEO of Fitzdares, said: “This will be a truly amazing week for sports fans with the introduction of one of the most luxurious sports clubs in the country. If you cannot get to Cheltenham or fancy watching one of the other big sporting events that week, then this is the place to be.”

“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’s the connection between the bookmaker and the sports fan that really counts.”

“There are no cashiers, fixed-odds betting terminals, one-arm bandits or frosted windows – just a wonderful and comfortable environment in which to enjoy sport, whether you are an expert or a total novice. Our plan is to roll out the idea internationally this year.”

Fitzdares has designed the Denman Dining room with a Club Table for members to enjoy lunch and tea during the races. The Birley chefs have curated a seasonal menu that will keep both British and Irish racing fans happy. From Irish smoked salmon to free-range chicken pie, their exceptional food compliments one the finest wine cellars in London.

In the Kauto Star Bar, a selection of cocktails will be served with a smart twist on bar snacks. Warm beer and peanuts make way for Claret, Guinness in pewter tankards, and lobster sandwiches to keep members sated during all the action. Members can also enjoy a stunning lunch at the communal club table as well as afternoon tea and wine for £150 and includes a £50 wager.

The Club will open on Monday 11th March for a preview of the Festival’s racing and then 12pm-6pm for the Cheltenham races (from Tuesday 12th to Friday 15th March).

To gain membership to The Fitzdares Club, please email