The partnership marks a long-term collaboration between two globally respected organisations united by one powerful idea: 'confidence isn’t just something you feel, it’s something you build'. As Official Confidence Partner, Beko will support Ajax’s mission to develop the next generation of football talent, both on and off the pitch, while reinforcing 'A Beko state of mind', offering reliable and quality home appliances with advanced solutions that give consumers the confidence they’ve made the right choice.
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. More than a club, Ajax entrusts young talent and shapes the next generation with belief and imagination. Together, we celebrate elegance with purpose, ambition rooted in legacy, and innovation that empowers the future. This partnership brings our shared values to life; connecting with millions through stories that inspire, carry responsibility, and endure."
About Beko
Beko, from Europe’s No.1 Home Appliances Company*, is helping customers make confident choices with its highly reliable appliances that are rigorously tested for proven durability, ensuring they stand the test of time. The brand’s essence is built on the motto of 'Beko state of mind', which defines the absolute confidence that customers have in making the right choices. Beko is committed to protecting the planet by designing and manufacturing innovative, reliable, efficient and sustainable products.
Olympia new main and shirt sponsor of Ajax youth
Ajax and Olympia have signed a partnership agreement. Employment agency Olympia will be Ajax's Official Partner and the main and shirt sponsor of the Ajax youth from the upcoming season until at least 2027.
