Fitzdares and the West London club will collaborate to produce a line of activations centred on "shared moments, history, and humour."

Both institutions were especially eager to highlight their history. Fitzdares was founded in 1882, whilst Fulham was founded in 1879.

"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," Fitzdares CEO William Woodhams said in reference to this. I'd venture to say that The Cottage is the best spot to watch football than The Fitzdares Club.

Fitzdares, a members-only club in Mayfair, is celebrating this relationship with a new menu item inspired by Fulham's Craven Cottage home pitch.

"To introduce a taste of West London royalty to Mayfair, we will be adding a Craven Cottage Pie to our menu immediately," Woodhams went on.

Fulham was as excited and also drew from the past of both organisations. Fulham FC Sales Director Jon Don-Carolis stated: "We are thrilled to have Fitzdares join Fulham FC as our official UK betting partner.

"Our organisations embrace innovation and take pride in our history, all the while offering our supporters and viewers a more intimate and personalised experience.

"London's original football club and the world's oldest bookmakers are poised to deliver a range of exciting and creative initiatives throughout the season," the statement reads.

Although the Premier League is considering banning shirt sponsorship agreements with gambling companies, Fulham's primary shirt sponsor at the moment is the betting company W88, with which it came to an agreement earlier this year.

However, Boris Johnson's resignation and the ensuing postponing of a white paper on gambling reform postponed any further action considering a ban.