Virtual sports provider Kiron Interactive has joined forces with South African racecourse owner and betting operator Phumelela Gaming and Leisure to launch a new dedicated horse racing service for bookmakers across Africa.

The Racing World satellite channel will offer fixed odds betting on British and Irish racing (Jumps and Flat), South African racing (Flat), as well as and Kiron’s virtual horse racing products.

The Racing World channel has initially launched with bookmaker Kings Sports Betting in Uganda, with plans to grow the channel’s reach via new operators in East and West Africa over the coming months.

“This agreement is a real step forward for betting on racing in Africa,” said John Stuart, international sales director for Phumelela Gaming and Leisure, owner of the broadcast rights to South African horse racing. “Enhancing the racing package that we are able to offer our African clients with Kiron Interactive and British and Irish racing is a priority for us.”

Betting on the channel will be provided through a white label service or dedicated race book solution supplied in collaboration with UK-based platform provider A Bet A.

“Great British and Irish racing is widely regarded as the best in the world and its unique history, levels of integrity and range of product make it a compelling offering for the wagering audience,” said Richard Brooke, chairman of GBI Racing, which is responsible for the distribution of Great British and Irish racing into overseas betting outlets.

“We are delighted to be working with Kiron Interactive and Phumelela Gaming and Leisure Limited in ensuring Racing World is a success across Africa.”

Kiron Interactive CEO Steven Spartinos added: “We are always assessing new opportunities to expand our global reach, and this partnership represents a major milestone for us.”