De Beers Group has announced a new partnership with Mumbai Indians Women’s Team, aligning with the franchise in the Women’s Premier League through a campaign focused on intention, achievement, and purposeful performance.
The association brings together De Beers’ contemporary brand philosophy and the accelerating cultural and commercial rise of women’s cricket in India. As part of the partnership, the group will activate its global Love From The Universe platform, positioning intention as a central force behind success, both in elite sport and everyday life.
At the heart of the collaboration is a digital-led campaign built around the message “Wear it, visualise it, manifest it.” The film reframes De Beers’ Natural Diamond Intention Pendant as more than a piece of jewellery, presenting it as a symbolic expression of clarity, focus, and ambition for individuals striving to achieve at the highest level.
The campaign features leading Mumbai Indians Women players, including Harmanpreet Kaur, Amanjot Kaur, and Natalie Sciver-Brunt. Through personal reflections and behind-the-scenes moments, the film highlights how discipline, visualisation, and mental clarity shape their journeys on and off the field.
Players are shown creating vision boards that capture both professional goals and personal aspirations, reinforcing the idea that success is built through sustained focus, resilience, and conscious intent. The storytelling draws a parallel between the intense pressure and time required to form natural diamonds and the dedication demanded of elite athletes competing at the highest level.
As part of the activation, members of the MI Women’s Team have been presented with De Beers’ Natural Diamond Intention Pendant, symbolising strength, self-belief, and purpose. The brand positions the pendant as a meaningful emblem rather than a conventional luxury accessory, aligning closely with the values of performance sport.
The partnership marks De Beers Group’s entry into cricket-focused brand collaborations and reflects a broader shift among premium brands towards investing in women’s sport as a platform for authentic storytelling and long-term cultural relevance.
For MI, the collaboration further strengthens its expanding commercial portfolio and underlines the growing appeal of the Women’s T20 League to global brands seeking deeper emotional and cultural connection with audiences.
By blending sport, lifestyle, and purpose-led messaging, the partnership aims to celebrate ambition in its many forms, positioning intention as the foundation of every achievement.
