Online sportsbook platform and technology provider, Honoré Gaming, has strengthened its partnership with Pari Mutuel Urbain (PMU) which has entered the Senegal market for the first time.

The operator has collaborated with Senegalese National Lottery (Lonase) to allow bettors in the country to gamble on the same horse races and with the same payouts at PMU’s customers in France – powered by Honoré’s platform and sportsbook offering.

Christophe Casavona, Chief Operating Officer at Honoré Gaming, commented: “We are delighted to be extending our existing partnership with PMU to facilitate its agreement with Lonase and to allow bettors in Senegal to wager on the same races and with the same payouts as PMU’s players in France.

“Africa is one of the fastest-growing online betting markets in the world and we have helped operators enter French-speaking markets and quickly establish their brands by delivering a superior player experience. Now we can do this with PMU in Senegal in partnership with Lonase.”

PMU has a strong presence in French-speaking African countries, in particular nations where French horse racing is very popular. In recent months, Antoine Griezmann was appointed as the newest Brand Ambassador of the company.

In the same month, the betting operator launched its nationwide advertising campaign ‘Question du Jour’ fronted by the French football international.

The campaign now sees the PMU brand return to French TV screens following a near two-year absence as French horseracing fixtures were run at limited spectator capacities adhering to national COVID-19 restrictions.