De Beers Group has partnered with JioHotstar and Star Sports for the ongoing Tata IPL, seamlessly blending the energy of cricket with the timeless allure of natural diamonds. Eleven celebrated anchors from across feeds will showcase exquisite natural diamond jewellery while presenting the matches, adding a touch of brilliance to the game and creating a sparkling connection between sport and elegance.
In a first-of-its-kind initiative, these anchors will also celebrate the cricketing highlights through a segment called ‘Real Diamonds of the week’ — a fitting tribute to cricketing stars who, much like diamonds, symbolize brilliance, resilience and timeless legacy.
Adding to the dazzling spectacle, the anchors will be seen wearing exquisite diamond jewellery, including statement neckpieces, cocktail rings, layered bangles, bracelets and classy earrings—each design chosen to enhance their on-screen presence acd attire.
Shweta Harit, SVP, De Beers Group, said, “Cricket and natural diamonds both embody authenticity, excellence and a lasting legacy. Just as the game unites fans across regions and generations, natural diamonds symbolize connections that stand the test of time. This collaboration brings the brilliance of the sport and the timeless allure of diamonds together, making every moment on screen even more memorable.”
Ishan Chatterjee, Chief Business Officer – Sports Revenue, SMB & Creator, JioStar, said, “With record-breaking viewership marking the opening weekend of TATA IPL 2025, cricket continues to unite audiences like never before. This collaboration between De Beers Group and India’s leading women anchors adds brilliance to the game, blending its precision and passion with the timeless elegance of natural diamonds. Just as cricketing icons leave an indelible mark on the field, these presenters shape the narrative with confidence and style, making every moment even more unforgettable.”
With this powerful association between natural diamonds and India’s most-loved sport. The screen is set to dazzle audiences, reinforcing diamonds as the ultimate symbol of excellence, victory, and timeless beauty—both on and off the field.
