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On October 4, Beko organized a special soccer clinic for the children of its business partners at the De Toekomst sports complex in Amsterdam. During the clinic, the young soccer fans had the opportunity to train using Ajax’s training methodology. The event is part of the partnership between Beko and AFC Ajax, which focuses on building trust.
Since August 2025, Beko the Official Confidence Partner of AFC Ajax. The collaboration is based on shared values such as reliability, top performance, and sustainability. Through the soccer clinic, Beko brings these values to life in a sporting way and also involves its retail partners in the partnership.
The basic premise of this collaboration is that trust does not arise on its own, but is built through preparation, practice, and consistency. This is a principle that applies both on the soccer field and in everyday life.
During the clinic at De Toekomst, the children were introduced to the training approach of the Ajax youth academy. Through targeted drills and game-based activities, they were able to develop their soccer skills and experience how small successes contribute to greater self-confidence.
For Beko, this philosophy aligns closely with its own brand values. Just as Ajax helps young talents develop step by step, Beko focuses on developing reliable home appliances that are built to last.
The partnership between Beko and Ajax goes beyond traditional sports sponsorship. Both parties share the belief that sustainable performance stems from a strong foundation and continuous development.
For Beko, this translates, among other things, into extensive durability testing. Within the tested product categories, appliances undergo accelerated life tests that simulate up to ten years of normal use. In this way, the brand aims to provide consumers with assurance regarding the reliability and lifespan of its products.
A survey conducted by Beko among 1,600 buyers of home appliances in the United Kingdom, Germany, France, and Turkey also shows that long-term reliability is important to consumers. The survey reveals that 94 percent consider a long service life to be an important purchasing factor. Furthermore, four in ten respondents say they prefer a more durable appliance, even if it is more expensive.
Through the soccer clinic, Beko underscores its ambition not only to develop reliable products, but also to invest in relationships and future generations. By offering the children of business partners a special soccer experience, the partnership with Ajax takes on a personal dimension.
The event showcases how Beko and Ajax’s shared vision is put into practice: trust is built through experience, development, and performance you can rely on.
Through this partnership, which began in 2025 and will run for three years, Beko and Ajax aim to spread this message both on and off the soccer field.
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Our story begins in 1955, at the time when white goods became a fixture in every household. Since then, we have become Europe's favorite brand of freestanding home appliances. For the past 20 years, we have focused on innovation to make our customers' lives easier and healthier. The ease of use and practical [...]
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