diamond heritage | Mines to Market

De Beers Group announces Letsile Tebogo, Botswana's 200 metres Olympic gold medallist and World Athletics Male Athlete of the Year 2024, as its Global Ambassador, marking the start of a unique collaboration that celebrates both his athletic achievements and the transformative power of natural diamonds. The collaboration builds on Botswana’s remarkable journey over more than five decades to become a world-leading diamond producer, which has in turn transformed the prospects for its people. The longstanding diamond partnership between the Government of Botswana and De Beers has seen the country use its resource wealth for economic development, and the creation of new opportunities in education and sports has helped cultivate talents such as Letsile Tebogo. Like the diamonds that shaped his nation's future, Letsile’s rise to excellence highlights Botswana’s latent potential that, when nurtured, creates something brilliant. This partnership weaves together the story of his sporting achievements with that of Botswana's development through diamonds, crafting a powerful narrative of possibility, passion and progress. Reflecting on the collaboration, Olympic champion Letsile Tebogo said: “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. I’m humbled that an organisation 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. Our partnership goes beyond sport – it's about showcasing the natural resources driving positive change in our communities and creating pathways for the next generation of Batswana champions.” "Letsile’s journey from Botswana to Olympic glory mirrors the transformation of natural diamonds. Just as diamonds are shaped by pressure and time, Letsile’s story embodies the spirit of Botswana’s progress," said Sandrine Conseiller, CEO of De Beers Brands. “We are incredibly proud to work with Letsile as we celebrate not only his achievements, but also the remarkable parallel between the realisation of human potential and the journey of a natural diamond.” The collaboration will involve a series of engagements and media activities focused on celebrating the good that De Beers’ natural diamonds do. As one of the first products of the collaboration, Letsile Tebogo will feature as the lead ambassador and central figure in a short film series, Talent Unearthed. Spotlighting athletic talents whose success is deeply connected to Botswana, the series will demonstrate how natural diamonds have uplifted communities and seeks to inspire the next generation of talent with Letsile Tebogo’s story of perseverance and dedication. Another key element of the collaboration will see Letsile and his team identify opportunities for investment in sports development in Botswana. Projects stemming from the collaboration will be launched throughout the year. The collaboration builds on De Beers Group’s efforts to showcase the transformative potential of its natural diamonds through engaging and shareable content.

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