September 4 – Dutch giants Ajax, their nation’s most successful club, rarely lack for confidence but just in case, they’ve signed a three-year partnership with Turkish appliance manufacturer Beko to become the club’s Official Confidence Partner.
A club statement read: “Beko and Ajax will work together to create inspiring content, activations, and community initiatives focused on building confidence, from the home to the football field.”
The deal was unveiled at the Johan Cruyff ArenA and will run through the 2027/28 campaign. Fans can expect to see Beko’s name woven throughout Ajax’s matchday programming from digital activations to stadium branding and even grassroots programmes.
For Ajax, it’s another sign of their continued pulling power in the global game. Already tied into a record-breaking kit deal with Adidas, extended in 2024 through 2031, the Amsterdam giants continue to prove that their appeal stretches far beyond Dutch borders.
Cas Biesta, Ajax’s Chief Commercial Officer, called the move a natural fit. “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.”
Beko, meanwhile, see Ajax as the perfect showcase. Akin Garzanlı, the company’s Chief Marketing Officer, said: “At Beko, we believe confidence grows from enduring quality, a deep commitment to sustainability, and purposeful design that stands the test of time. 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.”
For Ajax, the agreement underscores a modern reality for clubs not competing at the business end of the UEFA Champions League that they can no longer rely on matchday revenues alone. Commercial muscle matters, and deals like this help fund both the academy conveyor belt and ambitions in Europe. For Beko, it’s a chance to tap into one of football’s most recognisable names and a fanbase that stretches from Amsterdam to Asia.