Beko Becomes Official Confidence Partner of Ajax Football Club

Beko and Ajax: A Partnership Built on Trust

In a significant move within the sports and appliance sectors, Beko, Europe’s leading manufacturer of home appliances, has announced a new strategic partnership with Ajax, one of the most illustrious football clubs in the world. This collaboration positions Beko as Ajax's official 'Confidence Partner,' a title that reflects the mutual values both brands espouse, including reliability, high performance, and sustainability.

The partnership was officially inaugurated in a ceremony held at the Johan Cruyff Arena on August 26, 2025. The gathering was not just a celebration of business but a declaration of a shared vision—building trust through quality, sustainable practices, and community engagement. “Trust is not just a feeling; it’s something you build,” stated Akın Garzanlı, CMO of Beko. This ethos resonates deeply within both organizations, emphasizing a commitment to nurturing the next generation of talents, both on and off the football field.

As part of this partnership, Beko will provide Ajax with its reliable, high-quality appliances that boast innovative solutions, instilling consumers with confidence in their choices. This collaboration is not merely transactional; it signifies Beko's commitment to the communities in Amsterdam and the Netherlands at large, aiming to promote a sustainable lifestyle.

“Beko believes that trust is founded on durability, a strong commitment to sustainability, and practical design that stands the test of time,” Garzanlı added. Ajax embodies these same principles creatively on the pitch, demonstrating loyalty in its identity and bravery in its vision. The club's mission transcends football—it's about shaping young talents and molding the future generation with conviction and creativity. Together, Beko and Ajax celebrate elegance blended with determination, ambitions rooted in tradition, and innovations shaping the future.

Cas Biesta, CCO of Ajax, expressed enthusiasm about the partnership, highlighting that the collaboration with Beko would create positive initiatives not only within the Netherlands but also internationally. “We are thrilled to have Beko, an international player with a strong vision for innovation, commit to Ajax for the coming years,” Biesta remarked.

Beko's reputation is already firmly established across Europe and beyond, synonymous with innovation, reliability, and daily comfort. Its thoughtfully designed products, which prioritize efficiency and sustainability, empower households to lead safer lifestyles while markedly enhancing people’s quality of life.

The three-year agreement lays the groundwork for Beko and Ajax to jointly create inspiring content and community initiatives aimed at building trust, from homes to football pitches. These activities will be promoted through both brands' digital channels, within stadiums, and through grassroots programs, ensuring broad community engagement.

In essence, this partnership is more than a corporate alliance; it represents a fusion of values that bring together millions of people through inspiring stories that foster accountability and longevity. Whether it’s in a household or a football match, Beko and Ajax are set to make significant strides in the realms they operate within, creating positive impacts that extend far beyond their immediate environments.

For more information about Beko and its commitment to quality and sustainability, you can visit their website. Likewise, Ajax continues to strive for excellence both on the field and in their outreach initiatives. The powerful combination of these two esteemed entities will undoubtedly lead to a wave of positive change, inspiring future generations along the way.

Beko and Ajax Collaboration

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As this partnership progresses, fans and consumers alike can expect to see how this commitment to trust and community involvement will unfold in the exciting intersections of football and daily life.