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Botswana is turning to one of its most celebrated sporting figures to strengthen the global story of its natural diamonds, as De Beers Group and the government extend their partnership with Olympic Champion Letsile Tebogo through a three-year programme linked to the Los Angeles 2028 Olympic Games.
Announced on 15 October, the expanded collaboration builds on Tebogo’s appointment as a De Beers Global Ambassador in January 2025. It forms part of broader efforts by the diamond producer and the government to support demand for natural diamonds while highlighting their contribution to Botswana’s economic and social development. The partnership will centre on a global storytelling campaign, The Road to LA28, following Tebogo’s preparations for the next Olympic Games. Through content focused on his athletic journey, the campaign will connect sporting achievement with the opportunities created by Botswana’s diamond industry, including investments in education, healthcare, infrastructure and sport.
“My success story is connected to Botswana’s diamond heritage. The resources that built our schools and sports facilities helped create opportunities for young athletes like me. This partnership goes beyond sport, it is about showcasing how natural resources can drive positive change and create pathways for the next generation,” said Letsile. He made history at the Paris 2024 Olympic Games, winning the men’s 200 metres in 19.46 seconds to become the first African athlete to claim Olympic gold in the event and the first Motswana to win an Olympic gold medal. He was subsequently named World Athletics’ Male World Athlete of the Year for 2024.
Letsile’s international profile provides the partnership with a platform to reach audiences beyond traditional diamond markets, linking Botswana’s sporting achievements with the wider narrative of how mineral wealth can support national development. De Beers Chief Executive Al Cook said the partnership reflected the shared importance of patience, commitment and sustained effort in achieving excellence, whether in sport, national development or the formation of natural diamonds. “We are proud to extend our partnership with Letsile Tebogo, showcasing how Botswana nurtures its human talent just as carefully as it develops its precious natural resources,” said Cook.
Minerals and Energy Minister Bogolo Kenewendo said the collaboration offered an opportunity to share Botswana’s development story with international audiences as the country marks 60 years of independence. “Letsile’s rise to Olympic champion is a powerful example of what can be achieved when talent meets opportunity. This partnership will highlight the enduring value and positive impact of natural diamonds,” concluded Kenewendo. The campaign also builds on De Beers’ Talent Unearthed platform, drawing parallels between the development of sporting talent and the potential created through natural resources.
