Under the terms of the agreement the new partners intend to launch a messaging campaign that “will bring a sense of fun into the game”.
Fitzdares allows players to place bets in numerous ways, including online, through text and by phone. It also operates a private club in Mayfair, where members can watch live sport.
“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, said Fitzdares CEO William Woodhams.
“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.”
Fulham sales director Jon Don-Carolis 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 while 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.”
This is the latest betting operator partnership that Fulham has announced. In July, Fulham agreed to a sponsorship deal with Asian-facing operator W88.
Fitzdares, which is the world’s oldest bookmaker, joined the Betting and Gaming Council (BGC) in August.
“As a medium-sized independent and boutique business, we wanted our voice heard,” said Woodhams at the time. “The BGC gives us the opportunity to be at the table where the key decisions are being made in UK gaming.”