The partnership expands upon an initial agreement signed in January 2025, shifting focus toward a storytelling campaign titled The Road to LA28. By following Tebogo’s training and career progression, the program aims to highlight the historical role of natural diamond revenues in funding the infrastructure and educational systems that supported his rise to sporting prominence.

In 2024, Tebogo became the first African athlete to win the Olympic 200-meter gold medal with a time of 19.46 seconds. His career trajectory serves as the central narrative for the campaign, which seeks to link individual athletic excellence with the broader development story of Botswana. De Beers Group CEO Al Cook stated that the collaboration reflects how the nation cultivates human talent alongside its mineral resources. Botswana’s Minister of Minerals and Energy, Bogolo Kenewendo, noted that the project provides a platform to showcase the country’s progress during its upcoming Diamond Jubilee, marking six decades since its 1966 independence.