Beko, a global appliances brand owned by Turkish multinational Arçelik A.Ş,has signed a three-year partnership with Dutch football club AFC Ajax, becoming its Official Confidence Partner.

Announced in Amsterdam on August 26, the partnership will see Beko support Ajax’s renowned youth development programs while showcasing its own “Beko state of mind” – a brand promise of reliability and quality through technology-driven appliances.

“At Beko, we believe confidence grows from enduring quality, a deep commitment to sustainability, and purposeful design that stands the test of time,” said Akın Garzanlı, CMO of Beko. “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.”

The collaboration will extend across Ajax’s stadium, grassroots programs, and digital platforms, with community initiatives and branded activations planned.

Ajax CCO Cas Biesta added, “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.”

Recognised across Europe and globally, Beko has built a reputation for sustainability-led innovation in household appliances. The company says the Ajax partnership will deepen its ties in the Netherlands while amplifying its message of confidence from the home to the football field.