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Beko, a leading European home appliances brand and subsidiary of Türkiye's largest conglomerate Koc Holding, signed a sponsorship agreement with Dutch football club Ajax on Tuesday, becoming the team’s official confidence partner.
The signing ceremony took place at Johan Cruyff Arena in Amsterdam, attended by executives from both sides.
According to statements from both sides, the three-year collaboration will focus on youth development and community programs, with Beko supporting Ajax’s efforts to nurture the next generation of football players.
Ajax, known worldwide for its youth academy, will cooperate with Beko on projects designed to inspire young athletes. The partnership will also include content production, fan engagement, grassroots activities, and joint digital initiatives across both brands’ platforms.
Akin Garzanli, chief marketing officer of Beko, said the company views confidence as the result of enduring quality, sustainability, and purposeful design. "Ajax shares this same spirit: graceful in play, loyal in identity, and bold in vision," he added.
Cas Biesta, chief commercial officer of Ajax, stated that the partnership fits the club’s mission of building people as well as players. "We look forward to working with Beko to make a positive impact, both in the Netherlands and beyond," he said.
Founded in 1955 as part of Koc Holding’s home appliances company Arcelik, Beko, whose vice chairman of the Board is Fenerbahce Sports Club President Ali Koc, led the European market in 2024 with revenue of €10.6 billion ($12.31 billion), according to its website.
Ajax, one of the most established football clubs in the Netherlands with 36 national titles and four UEFA Champions League trophies, is widely recognized for its youth academy, often described as a “footballer factory” for producing numerous internationally acclaimed players.
In 2024, the club generated €81.5 million in transfer revenue, largely from the moves of Mohammed Kudus and Edson Alvarez to West Ham United.
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