By Damian Martinez, journalist at G&M News.
How has been your professional career and why did you decide to take the role of CEO at Fitzdares?
I was always a client of Fitzdares from the start, but in the last few years, I’ve worked for Group LNMH, the world’s largest luxury goods company. I was then global CMO of French Connection and then I ran an agency. About Fitzdares, I knew the founder well and the company was keen to change the business up having been a very exclusive offering. They were keen to open the doors a little.
What would you say are the highlights of the company that make it differentiate from their competitors?
People. Our customer service and broking team is world class and now operates 24/7. That plus a really different marketing offering, a focus on a personal compliance touch, and our incredible clubs set us apart.
A month ago, Fitzdares selected the cricket legend Stuart Broad as the new official ambassador of the company. How does he align with the brand’s values and vision? In which way he will help your firm expand its market presence?
He’s a winner, and we like winners! But he also bridges a great audience, appealing to many. He is also top class in the way he approaches life and sport, so he’s absolutely perfect for us. Being such a premium brand, we could appear a little stuffy. Stuart is anything but. I’m nervous to say he will attract a younger audience as that’s not what we want, but we hope he reaches places that the brand had trouble getting to.
Could you share any details on the marketing campaigns or initiatives that will feature Stuart Broad? What key messages are you aiming to communicate?
Stuart will be working on a campaign around our personal service. Betting on sport should be about enjoying sport, not staring at your phone. The campaign shows Stuart chatting to a broker while watching the game. He’ll also feature in a casino campaign. He has the air of James Bond about him, I think.
In September 2021, the company opened a members’ club in Mayfair called ‘The Fitzdares Club.’ After three years, what assessment do you make of the initiative?
It’s been a massive hit. We are looking for a new site in Mayfair and have found a spot in Yorkville in Toronto. This added to our venues on course and our golf club in the Cotswolds shows we think very differently to other bookies.
How do you see yourselves today in the sports betting segment, and in what aspects do you seek to improve?
We think we are the very best at racing and have just launched the racing app to capitalize on the access we have to data punters. But we also need to look at other sports in more focus and have really improved our offering. Next year, we will double down on what we call ‘Champagne sports’: golf, tennis, Premier League, and cricket.
How does Fitzdares navigate the complex regulatory landscape of the betting industry? What defies do you foresee in the near future?
Again, people. If you have the right people asking the right questions to both the regulators and our members, you can win. Picking up the phone is our mantra. Making sure you are open with punters and regulators alike.