Diamond miner De Beers has named Botswana-born Olympic track and field gold medallist Letsile Tebogo as its global ambassador.

Tebogo won a gold medal in the 200 m race at the 2024 Olympics, as well as the World Athletics Male Athlete of the Year award.

The collaboration between Tebogo and De Beers builds on Botswana’s journey over more than five decades to become a world-leading diamond producing-country, which has, in turn, transformed the prospects of its people.

The longstanding diamond partnership between the government of Botswana and De Beers has seen the country use its resource wealth for economic development, and the creation of new opportunities in education and sports has helped cultivate talented individuals like Tebogo.

“Like the diamonds that shaped his nation's future, Letsile’s rise to excellence highlights Botswana’s latent potential that, when nurtured, creates something brilliant.

“This partnership weaves together the story of his sporting achievements with that of Botswana's development through diamonds, crafting a powerful narrative of possibility, passion and progress,” De Beers states.

In turn, Tebogo says his success story is connected with Botswana’s diamond heritage. “The very resources that built our schools and sports facilities have paved the way for young athletes like me. I’m humbled that an organisation like De Beers, that has played such a pivotal role in the development of my country, sees it fit to play a role in my future too.

“I’m excited to work with De Beers to highlight the power of natural diamonds for our country and its people,” he comments.

De Beers says this partnership goes beyond sport. Rather, it is about showcasing the natural resources driving positive change in communities and creating pathways for the next generation of Botswana champions.

The company believes Tebogo’s journey to Olympic glory mirrors the transformation of natural diamonds, since they are also shaped by pressure and time.

The collaboration between De Beers and Tebogo will involve a series of engagements and media activities focused on celebrating the good that De Beers’ natural diamonds do.

As one of the first products of the collaboration, Tebogo will feature as the lead ambassador and central figure in a short film series called Talent Unearthed.

“Spotlighting athletic talents whose success is deeply connected to Botswana, the series will demonstrate how natural diamonds have uplifted communities and seeks to inspire the next generation of talent with Tebogo’s story of perseverance and dedication,” explains De Beers brands CEO Sandrine Conseiller.  

Another key element of the collaboration will see Tebogo and his team identify opportunities for investment in sports development in Botswana.

Projects stemming from the collaboration will be launched throughout the year.