In an extraordinary fusion of fashion and sport, De Beers Group has teamed up with JioHotstar and Star Sports for Tata IPL 2025, seamlessly blending the high-octane thrill of cricket with the timeless elegance of natural diamonds. This unique collaboration marks a bold new chapter in luxury brand integration within Indian sports broadcasting.
As part of this first-of-its-kind partnership, eleven celebrated female anchors across feeds will showcase exquisite diamond jewellery while presenting the IPL matches, transforming each broadcast into a celebration of brilliance and style. From statement neckpieces and cocktail rings to layered bangles, bracelets, and elegant earrings, every accessory has been carefully curated to elevate their on-screen presence and mirror the glamour of the game.
This dazzling initiative introduces a special segment titled ‘Real Diamonds of the Week’, spotlighting cricketing stars whose performances shine with the same brilliance, resilience, and legacy as natural diamonds. The segment serves as a powerful tribute to athletes who define excellence and longevity — key traits shared by both cricketing icons and diamonds.
Shweta Harit, SVP, De Beers Group, emphasized the synergy between the two worlds:
“Cricket and natural diamonds both embody authenticity, excellence and a lasting legacy. Just as the game unites fans across regions and generations, natural diamonds symbolize connections that stand the test of time. This collaboration brings the brilliance of the sport and the timeless allure of diamonds together, making every moment on screen even more memorable.”
The initiative also aligns with the meteoric rise in viewership that TATA IPL 2025 has witnessed so far. Ishan Chatterjee, Chief Business Officer – Sports Revenue, SMB & Creator, JioStar, highlighted the impact of this strategic alliance:
“With record-breaking viewership marking the opening weekend of TATA IPL 2025, cricket continues to unite audiences like never before. This collaboration between De Beers Group and India’s leading women anchors adds brilliance to the game, blending its precision and passion with the timeless elegance of natural diamonds. Just as cricketing icons leave an indelible mark on the field, these presenters shape the narrative with confidence and style, making every moment even more unforgettable.”
As the tournament progresses, this glittering partnership reinforces the symbolism of natural diamonds as markers of excellence, victory, and enduring beauty. With every match, De Beers and the IPL deliver not just cricketing brilliance but also a visual celebration of timeless luxury — captivating audiences on and off the field.
Name of Author: Cricexec Staff
