#Beko #Netherlands #Amsterdam #Partnership #Ajax

Beko Partners with Ajax: A New Era of Trust and Collaboration

On August 26, 2025, during a signing ceremony at the Johan Cruijff ArenA, Beko, a leading European home appliance brand, officially became the Trust Partner of the renowned football club Ajax. This strategic partnership marks a significant collaboration rooted in shared values of reliability, performance, and sustainability.

Beko's collaboration with Ajax is not merely a commercial agreement but a shared commitment to foster the next generation of football talent. With a strong focus on both on-field performance and off-field community support, this partnership embodies Beko’s philosophy of providing high-quality, reliable appliances designed to empower consumers in making sound decisions.

As Beko’s Chief Marketing Officer, Akın Garzanlı noted, “At Beko, we believe trust is built through sustainable quality, a genuine commitment to sustainability, and thoughtful design that stands the test of time.” He emphasized how both brands share a sleek spirit in their respective fields, grounded in unique identities and bold visions.

Ajax is not just seen as a football club but as a nurturing ground for young talents, shaping the future through creativity and conviction. The partnership with Beko, according to Cas Biesta, Ajax's Chief Commercial Officer, signifies an exciting chapter of innovation and collaboration, aiming to make positive impacts both in the Netherlands and beyond.

The three-year partnership will focus on creating inspiring content, initiatives, and activations that build trust—from home to the football pitch. These activities will not only be seen through the digital platforms of both brands but will also extend into Ajax's stadium and community programs.

Moreover, Beko's commitment to sustainability aligns with Ajax's mission to inspire and entertain through an offensive and creative style of football. Recognized for its innovation and reliability, Beko aims to change households' lives positively by providing outstanding product solutions.

Beko’s tagline, “Confident with Beko,” reflects its dedication to making a tangible difference in people's choices, assuring consumers that Beko products are designed with longevity and responsibility in mind. This partnership will enable both Beko and Ajax to engage millions through inspiring and sustainable stories, thus furthering their collective mission and values.

As one of the most prestigious football clubs, Ajax boasts a remarkable history, including 36 national championships and 20 KNVB Cups. Founded in Amsterdam on March 18, 1900, the club has gained recognition for its young talent academy, producing some of football's most creative players.

The partnership highlights a blend of sports and innovation, showcasing how two distinct yet aligned entities can collaborate effectively, aiming for an ambitious future rooted in trust, excellence, and sustainability. The journey of Beko and Ajax together is set to create a legacy that resonates well beyond the pitch.