Policies & IssuesNov 27, 2024
G7 Announces Botswana as Second Verification ‘Node’ for Rough DiamondsSourcingJan 28, 2025
Botswana’s First Olympic Gold Medalist Is Now a De Beers Ambassador
Letsile Tebogo will help to promote natural diamonds and the good they have done for his country.
Botswana’s Letsile Tebogo, who won the men’s 200 meters at the 2024 Summer Olympics in Paris, is now a global brand ambassador for De Beers Group. (Photo courtesy of De Beers Group)
Gaborone, Botswana—Botswana’s first Olympic gold medalist has joined the race to promote natural diamonds.
De Beers Group announced last week that Letsile Tebogo, who upset American Noah Lyles to take home the gold in the men’s 200 meters at the Paris Olympics, has joined its team as a global ambassador.
The 21-year-old sprinter, who was named World Athletics Male Athlete of the Year for 2024, will feature in campaigns and content that highlight the way natural diamonds have boosted Botswana’s economy and improved the lives of its people.
As one of the first projects in the collaboration, he will be the central figure in a new short film series called “Talent Unearthed.”
The series will spotlight star athletes whose success is connected to Botswana in an effort to demonstrate how natural diamonds have uplifted communities and inspire the next generation.
In addition, Tebogo and his team will identify opportunities for investment in the development of additional sports programs in Botswana. De Beers said projects stemmed from the collaboration will be announced throughout the year.
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De Beers Group announced last week that Letsile Tebogo, who upset American Noah Lyles to take home the gold in the men’s 200 meters at the Paris Olympics, has joined its team as a global ambassador.
The 21-year-old sprinter, who was named World Athletics Male Athlete of the Year for 2024, will feature in campaigns and content that highlight the way natural diamonds have boosted Botswana’s economy and improved the lives of its people.
As one of the first projects in the collaboration, he will be the central figure in a new short film series called “Talent Unearthed.”
The series will spotlight star athletes whose success is connected to Botswana in an effort to demonstrate how natural diamonds have uplifted communities and inspire the next generation.
In addition, Tebogo and his team will identify opportunities for investment in the development of additional sports programs in Botswana. De Beers said projects stemmed from the collaboration will be announced throughout the year.
“My success story is connected with our nation’s diamond heritage. The very resources that built our schools and sports facilities have paved the way for young athletes like me,” Tebogo said.
“I’m humbled that an organization 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, and I’m excited to work with De Beers to highlight the power of natural diamonds for our country and its people.”
De Beers’ signing of the gold medal winner comes at a time when it is looking to boost demand for natural diamonds globally in the face of competition from lab-grown stones.
In the United States, the company teamed up with the country’s largest specialty jeweler, Signet Jewelers, to launch a campaign for natural diamonds last fall, “Worth the Wait,” and train Signet’s approximately 20,000 sales associates on selling natural diamonds.
De Beers also brought back “A Diamond Is Forever” again for a 2024 holiday campaign promoting natural diamonds in the U.S.
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