Ajax and Beko Sign Strategic Three-Year Partnership

Amsterdam, August 2025 – AFC Ajax has announced a new three-year strategic partnership with Beko, Europe’s leading home appliances brand. Under the agreement, Beko becomes both an Official Partner and the club’s Official Confidence Partner, launching a collaboration that combines football, innovation, and community-driven initiatives.

Beko Aligns with Ajax on Innovation and Trust

As part of the partnership, Ajax and Beko will jointly develop inspirational content, fan activations, and social initiatives, with a focus on the theme of confidence. This marks another step in Beko’s growing presence in Amsterdam and across the Netherlands, while reinforcing Ajax’s reputation as a club that combines sporting success with community values.

Cas Biesta, Chief Commercial Officer of Ajax, commented: “We are delighted to welcome Beko as a long-term partner. Beko is an international brand with a clear vision for future-focused innovation. Together, we aim to make a positive impact not only in the Netherlands but also on a global stage.”

Shared Values of Excellence and Responsibility

Akin Garzanlı, Chief Marketing Officer of Beko, added: “At Beko, we believe trust is built on lasting quality, a commitment to sustainability, and purposeful design. These values drive both our technology and our partnerships. Ajax embodies the same spirit: graceful in play, loyal to its identity, and bold in its vision. The club nurtures young talent and inspires the next generation, making it the perfect partner for us. Through this collaboration, we will share stories that inspire, highlight responsibility, and showcase the strength of ambition rooted in history and innovation.”

About Beko

Beko is Europe’s number one home appliance brand, known for creating reliable, efficient, and sustainable products designed to stand the test of time. With its “Beko State of Mind” philosophy, the company empowers customers to make confident choices while remaining committed to protecting the planet through innovative, eco-conscious solutions. Its product portfolio ranges from refrigerators and washing machines to advanced kitchen appliances, combining technology with sustainability for households worldwide.

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