#Beko #Amsterdam #Ajax #Trust Partnership

A New Era: Beko and Ajax Join Forces

In a landmark announcement made on August 26, 2025, Beko, Europe's leading home appliance brand, has formed a strategic alliance with AFC Ajax, marking its initiation as the Official Trust Partner of the esteemed football club. This partnership is founded on shared values of reliability, sustainability, and high performance, highlighting a commitment from both brands to foster a brighter future for football and the community.

Beko and Ajax have much in common. They both emphasize the importance of trust and quality. Beko prides itself on providing high-reliability appliances that offer consumers peace of mind, while Ajax stands as a beacon of youth development and innovative football strategies. As noted by Beko's Chief Marketing Officer, Akın Garzanlı, “Trust is not only a feeling; it is a foundation built on quality, sustainability, and purposeful design.” The partnership aims to resonate deeply with communities that share these convictions.

The role of Beko as the Official Trust Partner will extend beyond mere branding. It will support Ajax's mission of fostering the next generation of football talent both on and off the field. Beko aims to instill confidence in decision-making amongst consumers through its innovative household solutions, thus embodying the essence of this partnership: inspiring confidence not just in the products, but in the values they represent.

Ajax’s commercial director, Cas Biesta, expressed enthusiasm for the collaboration, stating, “We are thrilled that a global player like Beko has committed to Ajax for several years. Beko’s strong brand and clear vision for innovation align perfectly with our mission to entertain and inspire.