Natural diamonds are facing increasing pressure from synthetic diamonds and Tebogo has been identified to, among others, be part of a campaign to revitalise desire for natural diamonds. In a statement, De Beers indicated that Tebogo, Botswana's first Olympic gold medalist, will lead an initiative that celebrates Botswana's diamond heritage.
At the moment, there is no local brand bigger than Tebogo and the De Beers deal reaffirms his stature as a global superstar. His rise to prominence was accelerated during the 2023 World Athletics Championships where he won a silver and bronze medal. Last year, Tebogo affirmed his arrival on the biggest stage with a gold medal in the 200m before leading the 4x400m relay team to a silver medal. While local brands like Orange Botswana have queued up to associate with Tebogo, it is the De Beers deal that is expected to be the game changer. De Beers is a world renowned diamond company that has, in a large way, been part of Botswana's economic success story. It is a perfect deal, which is expected to spur Tebogo to greater heights as he prepares to take part in his second World Championships scheduled for Tokyo.
