LONASE restructures leadership to boost Senegal’s gambling operations
LONASE shakes up leadership with strategic appointments, expands in-house operations and reinforces its position in Senegal’s gambling market.
Senegal.- The Senegalese National Lottery (LONASE) has undertaken a major internal restructuring, signalling a strategic push to modernise operations and strengthen its position in the country’s growing gambling sector.
Under Director General Toussaint Manga, LONASE has made key appointments to optimise marketing, sales and network operations.
As Senegal’s official state lottery operator, LONASE drives the country’s gambling market through national draws, scratch cards and regulated sports betting, both via its extensive network of agencies and increasingly online, while funnelling revenues into social and cultural programs.
Serigne Diagne has been appointed Director of Marketing and Communications. Oumar Sow now leads the Richard-Toll regional lottery office in northern Senegal, while Madieume Niasse heads the Marketing Department. El Hadji Ba has been appointed Head of the Network Department, overseeing LONASE’s nationwide distribution channels.
A Senenews report stated: “The Senegalese National Lottery (LONASE) announced, through several service notes dated September 8, 2025, a series of appointments and reassignments as part of the implementation of its new organisational chart, in application of note no. 03169 of April 22, 2024 relating to the reorganisation of structures.”
LONASE strengthens internal operations
The restructuring, coming after LONASE ended its contract with media company Groupe Futurs Médias (GFM), is entirely focused on strengthening internal operations. Since August 2025, the lottery has been managing marketing, public relations and digital content in-house.
The report added: “These appointments and assignments, signed by the Director General of LONASE, Toussaint Manga, take effect from the date of signature on September 8, 2025.”
Other internal reassignments include Adja Cissé at the Diourbel Agency, Mamadou Mboup in Marketing, Mame Fall and Abdoul Mbaye in General Services, and Omar Diédhiou as a Sales Agent in the Medina district.
The changes position LONASE to expand market share, optimise sales networks and modernise gaming operations, reinforcing its role as a leading player in Senegal’s gambling and lottery sector.
