The natural nexus of God-given gifts
Mbongeni Mguni | Tuesday April 28, 2026 09:09
There is something deeply significant and strategic about the fact that some of the greatest support for Botswana’s historic hosting of the World Athletics Relays has come from the diamond sector.
Debswana, the Okavango Diamond Company and Lucara are pumping in tens of millions of Pula into the prestigious event, which in coming to Gaborone, marks its debut in Africa.
Analysts say there is a straight line to be drawn from the country’s most impactful natural endowment, diamonds, to the talents of stellar class athletes, then to the ethereal beauty of the tourism offerings.
Words such as God-given connect the three. All three also have to do with “unearthing” and “honing” or “polishing”. All three are also global-class assets, gifts that mesmerise the world and capture attention.
“The diamond is a national identity, the backbone of this country and the same thing goes for our athletes who are global ambassadors,” explains athletics consultant, Calistus Kolantsho. “Our athletes can easily market our diamonds when they perform in international competitions such as the World Relays and when they win those medals. “People remember the diamonds of Botswana via the diamonds on the track. “There's a link between the diamonds of Botswana and those shining stars on the track.”
That link or idea was made manifest on Monday when President Duma Boko alongside Minerals and Energy minister, Bogolo Kenewendo, unveiled unique diamond-embedded medals to be handed out to winners at the World Relays.
The 120 medals feature a small natural diamond, the first time in history that the stone has been embedded into an athletic souvenir. The design also displays the other world-beating natural endowment Botswana is known for, its tourism, captured through elephant tusk engraving on the medals.
“This is more than just a design choice, it is a statement and a powerful reminder that behind every natural diamond is a place, a people, and a story shaped by time, treasure, responsibility, and a vision that we express with clarity always,” Boko said on Monday. “As athletes compete for these medals, they will not only compete for victory, but they will carry with them a piece of Botswana.”
He continued: “As the medals travel the world and rest on the chest of champions, they will quietly tell Botswana's story, a story of resilience, a story of leadership, a story of a people whose brilliance continues to shine across the world on the global stage. “But just as importantly, this initiative ensures that the people of Botswana are part of this movement.”
For Kenewendo, the nexus between the diamonds under the ground and those sprinting above it, is particularly apt. The country will, in September, mark 60 years of Independence, an anniversary known as the Diamond Jubilee.
“I was reminded yesterday that Re Ba Bona Ha, the programme that unearths athletic talent, was first sponsored by the diamond industry and it continues to be sponsored by the diamond industry,” she said. “Several other events in sporting codes are supported by the diamond industry and it only made sense that as we welcome the world to Botswana, during our diamond celebration of our independence, for our 60 years of diamond leadership, that the diamond industry play a critical role to sponsoring these World Athletic Relays.”
With somewhere near 80 million global eyes due to be focussed on Gaborone and on names such as Tebogo and Kebinatshipi, the diamond companies are using the upcoming event to strategically brand the country’s most sparkling endowments before a worldwide audience.
While football remains the country’s most popular sport, it is athletics that is attracting top names from across the world, the stars that make up a rapidly growing global sport. The World Athletics Relays in Gaborone are the main qualification event for the relays at the World Athletics Ultimate Championship in Budapest in September and next year’s World Athletics Championships Beijing 27.
Kolantsho explains the importance of national brand alignment between athletics, diamonds and tourism.
“You've got more than 100 broadcasters that will be broadcasting this event in more than 20 countries and I think around 26 countries will be coming here. “World Athletics is doing their best in terms of marketing this event, assisting our country. “There will be a lot of eyes here and already there is major local impact as we are seeing fully booked accommodation facilities and fully booked flights. “It's a busy season for us as a country,” he said.
Whether beneath the soil, above it or in the water wonderlands of the Delta, the God-given gifts are on show for the world during the Diamond Jubilee.