Ajax and Beko Launch Strategic Three-Year Partnership.

Roger Hampel

Image: Ajax

Ajax has announced a new three-year partnership with Beko, naming the Turkish home appliance manufacturer the club’s Official Confidence Partner. The agreement marks a strategic collaboration between two international brands and will run through the 2027/28 season.

Partnership Scope Ajax Beko

As part of the deal, Beko will work with Ajax on digital activations, stadium branding, and grassroots programmes. The collaboration focuses on initiatives built around the concept of “confidence,” extending from the home to the football field. Content campaigns and community-driven activities are expected to be launched across the Netherlands and internationally.

The partnership also reflects Beko’s broader commercial commitment to the Amsterdam region and aligns with its global messaging on sustainability and innovation. For Ajax, the agreement strengthens its sponsorship portfolio with a multinational brand active across Europe and global markets.

Executive Comments

Cas Biesta, CCO of Ajax:

“We are delighted that an international player such as Beko has committed to Ajax for several years. Beko is a strong brand with a clear vision on innovation. We look forward to working with Beko to make a positive impact, both in the Netherlands and beyond.”

Akin Garzanlı, CMO of Beko:

“At Beko, we believe confidence grows from enduring quality, a deep commitment to sustainability, and purposeful design that stands the test of time. These values guide both our technology and our partnerships. Ajax shares this same spirit: graceful in play, loyal in identity, and bold in vision. This partnership brings our shared values to life; connecting with millions through stories that inspire, carry responsibility, and endure.”