Beko and Ajax Join Forces for a Strategic Partnership Focused on Confidence and Sustainability
Beko Becomes the Official Confidence Partner of Ajax
Beko, Europe’s leading home appliances brand, has forged a significant partnership with AFC Ajax, becoming the club’s Official Confidence Partner. Announced on August 26, 2025, this collaboration is rooted in shared values such as reliability, performance, and sustainability, which aim to build a lasting relationship between these two renowned entities.
Emphasizing Shared Values
The partnership highlights the idea that “confidence isn't just something you feel; it's something you build.” This phrase reflects the essence of both brands, suggesting that true confidence is developed through consistent quality, reliability, and sustainable practices. Akın Garzanlı, Beko's Chief Marketing Officer, noted, “At Beko, confidence grows from enduring quality, a commitment to sustainability, and purposeful design.” He emphasized that both Beko and Ajax are aligned in their mission to inspire, whether through innovative products or nurturing the next generation of football talent.
As part of this collaboration, Beko is dedicated to supporting Ajax’s objective to cultivate young football talent, reinforcing the club’s identity and legacy. The initiative is part of a broader plan to enhance community engagement and promote sustainable living in the Amsterdam area. The philosophy of
Topics Consumer Products & Retail）
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