Beko becomes official confidence partner of Ajax

Beko, a brand from Europe's number one manufacturer of major home appliances, has announced a new strategic partnership with Ajax, becoming the club's official confidence partner. Rooted in shared values of reliability, high performance and sustainability, the partnership marks a long-term collaboration between two globally respected brands, united by one powerful idea: "confidence is not just something you feel, it's something you build.

As an official confidence partner, Beko will support Ajax's mission to develop the next generation of soccer talent, both on and off the field. At the same time, the organization will reinforce "A Beko state of mind," offering reliable and high-quality home appliances with advanced solutions that give consumers the confidence they have made the right choice. Beko's partnership with Ajax also reflects its ever-deepening commitment to the Amsterdam region and the Netherlands, and to communities that share a belief in sustainable living.

"At Beko, we believe that self-confidence grows through lasting quality, a deep commitment to sustainability and purposeful design that stands the test of time," said Akın Garzanlı, CMO of Beko. "These values drive both our technology and our partnerships. Ajax shares the same mindset: graceful in play, loyal in identity and bold in vision. As more than a club, Ajax relies on young talent and shapes the next generation with conviction and imagination. Together, we celebrate elegance with purpose, ambition rooted in legacy and innovation that empowers the future. This collaboration brings our shared values to life continue to live on."

Cas Biesta, CCO of Ajax: "We are delighted that an international player like Beko has committed to Ajax for several years. Beko is a strong brand with a clear vision of forward thinking. We look forward to making a positive impact together with Beko, both in the Netherlands and abroad."

Beko is an established name throughout Europe and worldwide. It has become synonymous with innovation, reliability and everyday convenience. With thoughtfully designed products that put efficiency and sustainability first, Beko gives households greater security while making a tangible difference in people's lives.

The three-year partnership, officially launched August 26, 2025 with a signing ceremony at the Johan Cruijff ArenA, involves Beko and Ajax working together to create inspiring content, activations and social initiatives aimed at boosting self-confidence, from home to the soccer field. The collaboration will also take shape through both brands' digital channels, stadium presence and grassroots programs.