De Beers Group announces Olympic...

Botswana's first Olympic gold medallist Letsile Tebogo leads an initiative that celebrates Botswana's diamond heritage

De Beers Group today 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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About De Beers Group

Established in 1888, De Beers Group is the world's leading diamond company with expertise in the exploration, mining, marketing and retailing of diamonds. Together with its joint venture partners, De Beers Group employs more than 20,000 people across the diamond pipeline and is the world's largest diamond producer by value, with diamond mining operations in Botswana, Canada, Namibia and South Africa. Innovation sits at the heart of De Beers Group's strategy as it develops a portfolio of offers that span the diamond value chain, including its jewellery houses, De Beers Jewellers and Forevermark, and other pioneering solutions such as diamond sourcing and traceability initiatives Tracr and GemFair. De Beers Group also provides leading services and technology to the diamond industry in the form of education and laboratory services and a wide range of diamond sorting, detection and classification technology services. De Beers Group is committed to 'Building Forever,' a holistic and integrated approach for creating a better future - where safety, human rights and ethical integrity continue to be paramount; where communities thrive and the environment is protected; and where there are equal opportunities for all. De Beers Group is a member of the Anglo American plc group. For further information, visit www.debeersgroup.com.