De Beers and Botswana Extend Letsile Tebogo Partnership in 3 Year Diamond Campaign

The move builds on Tebogo’s appointment as a De Beers global ambassador in January 2025. The new arrangement brings Botswana’s government formally into a longer programme that presents the country’s development story internationally and supports the partners’ natural diamond message.

From sports ambassador to producer-country story De Beers is using Tebogo’s career to connect the end product to the country where much of its diamond business operates. Botswana will mark 60 years of independence in 2026, giving the campaign a national milestone as well as a sporting timeline.

The company says future content will focus on the work and support systems behind elite performance, rather than simply placing Tebogo in product imagery. Tebogo won the men’s 200 metres at the 2024 Olympics in 19.46 seconds, becoming the first Motswana to win Olympic gold.

In the joint announcement, he said: “This partnership goes beyond sport it is about showcasing how natural resources can drive positive change.” His remarks tie the campaign to public investment in schools and sporting facilities, a connection the partners intend to make central to their communications…