De Beers Extends Letsile Tebogo Partnership

De Beers Group and the Government of the Republic of Botswana have extended their partnership with Olympic champion Letsile Tebogo into a three-year program. The agreement builds on Tebogo’s January 2025 appointment as a De Beers Global Ambassador. It will support natural diamond demand and promote Botswana’s contribution to the diamond industry as the country marks 60 years of independence. The “Road to LA28” campaign will follow Tebogo’s preparation for the next chapter of his career.

Campaign Connects Sport And Opportunity

Tebogo will feature in content and storytelling initiatives exploring the dedication, sacrifice and support systems behind elite performance. Building on the Talent Unearthed platform, the campaign will connect sporting excellence with Botswana’s story of opportunity and progress.

Olympic Achievement Raises Profile

In 2024, Tebogo won Olympic gold in the men’s 200 metres in 19.46 seconds. He became the first African athlete to win the event and the first Motswana to claim an Olympic gold medal. He was named World Athletics Men’s Athlete of the Year in 2024.

Botswana’s Diamond Jubilee

Botswana’s diamond resources have supported investments in education, healthcare, infrastructure and sport over more than five decades. The partnership will share that development story with global audiences during the country’s Diamond Jubilee year.

Honourable Bogolo Kenewendo, Minister of Minerals and Energy at the Government of the Republic of Botswana, said:

“As we celebrate Botswana’s Diamond Jubilee, we have an opportunity to reflect on a remarkable national journey. From independence to today, natural diamonds have helped transform our country and create opportunities for generations of Batswana. Letsile’s rise to Olympic champion is a powerful example of what can be achieved when talent meets opportunity. Through this partnership, the Government of Botswana, De Beers Group and Letsile Tebogo will share Botswana’s story with global audiences while highlighting the enduring value and positive impact of natural diamonds.”

Road To LA28

The three-year partnership places Tebogo at the center of a global campaign as he prepares for LA28. It will highlight Botswana’s contribution to the diamond industry and the role natural diamonds have played in creating opportunities in the country.