Fitzdares opens first northern Club in Chester, extends Windsor sponsorship

Fitzdares has opened a new Club venue in Chester, marking its first location in the north of England. The premium UK bookmaker unveiled the site on Eastgate on 4 December, describing it as a destination for members seeking food, drink and sport in a luxury setting.

The Chester Club includes a snooker table and what the firm says is its first Negroni honesty bar. It has been developed in collaboration with Oliver Brown, holder of the official top hat licence for Royal Ascot.

CEO William Woodhams said the opening represented the company’s first venture north of the Watford Gap and highlighted the collaboration with Oliver Brown as part of the venue’s appeal.

Windsor sponsorship extended

Alongside the Chester launch, Fitzdares confirmed a three-year extension of its sponsorship deal with Royal Windsor Racecourse. Under the new arrangement the bookmaker becomes the track’s all-year-round sponsor, continuing its backing of the venue’s Sprint Series.

As part of the renewed deal, Fitzdares has expanded its Club space at Windsor by taking over the former Queen Mother’s dining room and installing open fires ahead of the return of Jumps racing to the course. Jumps action returns to Royal Windsor on 15 December for the first time in two decades.

Woodhams said the enlarged Windsor Clubhouse had been prepared for the new Jumps season and expressed enthusiasm for the racing’s return to the venue.

Expanding club network

The Chester and Windsor sites add to Fitzdares’ existing Club in the Cotswolds at Naunton Downs, home to Cheltenham Festival-winning trainer and Fitzdares ambassador Ben Pauling. The company continues to position its Club network as a premium offering for members combining hospitality with live sports viewing.

The release was issued by Square in the Air on behalf of Fitzdares.