*Building champions beyond the mines
For decades, Debswana Diamond Company has been known as Botswana’s diamond giant, a company synonymous with the nation’s economic success.
Yet beyond the mines and fluctuating markets, the company has quietly built another legacy one forged on running tracks, playing fields and community grounds across the country.
Through sustained investment of over P180 million in sports development over the past decade, Debswana has established itself as one of Botswana’s premier sponsors of sport, shaping athletes from grassroots level to the global stage.
At the heart of its long-standing sports philosophy is the belief that natural diamonds are more than just minerals, but represents real-life stories of people.
This belief has, over the years, translated into programmes that do not merely fund sport but nurture human potential, ensuring that behind every medal and milestone is a story of opportunity.
One of the company’s flagship initiatives is Re Ba Bona Ha, a grassroots sports development programme designed to identify and nurture young talent across Botswana.
The initiative has reached thousands of children in schools and communities, offering structured coaching, access to equipment and exposure to competitive environments.
By investing in early talent identification, Debswana has helped create a pipeline of athletes who might otherwise have gone unnoticed.
Re Ba Bona Ha has also contributed significantly to strengthening Botswana’s sporting culture.
Coaches and sports administrators benefit from training and mentorship, ensuring that the impact goes beyond individual athletes to strengthen the broader sports ecosystem.
In many rural areas, the programme has introduced children from disadvantaged families to organised sport for the first time, creating opportunities that extend well beyond athletics to life skills such as discipline, teamwork and resilience.
The company invested over P16.7 million into the programme and in 2022 committed P9 million to the Botswana Athletics Association.
Debswana’s commitment to inclusivity is equally evident in its support for Paralympic sport in Botswana.
Recognising the transformative power of sport for persons with disabilities, the company has played a key role in enabling Paralympians to access training facilities, specialised equipment and international competition opportunities.
This support has helped elevate Botswana’s presence on the global Paralympic stage, while also challenging societal perceptions about disability and ability.
In 2023, Debswana stepped in to increase sponsorship in the disability categories at the 42nd Botswana Sport Awards, tripling the figure from P25,000 per category to a whopping P75,000 per winner.
The landmark increase was a testament to the company’s dedication to promoting equality and fostering an inclusive sporting environment in the country.
Beyond development programmes, Debswana has consistently rewarded high-performing athletes, acknowledging excellence and inspiring the next generation.
Through incentives and recognition initiatives, athletes who represent Botswana at major international competitions have received financial rewards that ease the pressures associated with elite sport.
In 2024, all 14 athletes who represented the country at the Paris Olympics received a polished diamond, a Botswana flag lapel pin studded with diamonds, and P60,000.
This group included the country’s athletics poster boys LetsileTebogo, BayapoNdori, Collen Kebinatshipi and Anthony Pesela.
It was here that Tebogo made history, winning Botswana’s first-ever Olympic gold medal in the men’s 200m with an African record of 19.46 seconds, and leading the silver medal-winning 4x400m relay team.
Their efforts did not go unnoticed, as in 2025, the African Union Sports Council (AUSC) Region 5 bestowed a prestigious Medal of Honour upon the company, acknowledging its exceptional and sustained contribution to the advancement of sport within the region.
The recognition highlighted Debswana’s long-standing commitment to promoting sports development, fostering youth participation, and supporting regional athletic initiatives.
Debswana’s sports legacy also aligns with its storytelling around natural diamonds.
In an era where lab-grown diamonds are becoming more visible, the company continues to emphasise that natural diamonds carry a human narrative; one tied to livelihoods, communities and national pride.
The connection between diamonds and sport reinforces the message that behind every responsibly mined stone is an investment in people, from young athletes chasing dreams to national heroes standing on podiums.
In many ways, this legacy reflects the essence of Debswana’s core product. Just as natural diamonds symbolise endurance and authenticity, the athletes supported by the company embody the same qualities.
