De Beers extends Letsile Tebogo partnership for three years around LA28
The diamond company and Botswana's government have deepened their collaboration with the Olympic sprinter, launching a global campaign tied to his path to Los Angeles.
The diamond company De Beers and Botswana’s government announced on October 8 that they are extending their relationship with Olympic champion Letsile Tebogo into a three-year partnership. The expanded agreement builds on his appointment as a De Beers Global Ambassador in January 2025 and will be structured around a global storytelling platform titled “The Road to LA28,” documenting Tebogo’s competitive journey ahead.
The partnership frames Tebogo’s trajectory as inseparable from Botswana’s development story. The country, marking 60 years of independence in 2026, has invested diamond revenues into education, healthcare, infrastructure and sports facilities that helped create opportunities for athletes like Tebogo. De Beers and Botswana’s government will use the collaboration to highlight what the company describes as the transformative role of natural diamonds in generating prosperity and supporting communities.
The athlete’s rise
Tebogo achieved Olympic history in 2024, claiming gold in the men’s 200 metres with a time of 19.46 seconds. He became both the first African athlete to win that event and the first Motswana to capture Olympic gold. Following this achievement, he received recognition as World Athletics Men’s Athlete of the Year and has maintained a prominent position among the world’s elite sprinters.
In a statement, Tebogo connected his success to Botswana’s diamond heritage. “The resources that built our schools and sports facilities helped create opportunities for young athletes like me,” he said. “This partnership goes beyond sport – it is about showcasing how natural resources can drive positive change and create pathways for the next generation.”
Campaign focus
Tebogo will serve as the campaign’s primary figure, appearing in content and storytelling that explores the dedication and support systems underpinning elite athletic performance. The initiative expands on an earlier platform called Talent Unearthed, connecting sporting achievement with Botswana’s narrative of opportunity and progress. The collaboration is part of De Beers’ and Botswana’s broader efforts to support natural diamond demand.
Al Cook, chief executive of De Beers Group, framed the partnership through parallels between athletic and geological processes. “Anything worth having takes time, effort and pressure, whether that’s winning Olympic gold, the growth of a nation or the formation of a natural diamond,” he said in a statement.
Honourable Bogolo Kenewendo, Botswana’s Minister of Minerals and Energy, described Tebogo’s Olympic success as evidence of opportunity meeting talent and said the partnership will carry Botswana’s narrative to international audiences while emphasizing the enduring significance of natural diamonds.
This article was compiled by the Glamorade editorial desk from the official announcements and reporting listed under Sources.
