AFC Ajax is a publicly owned Dutch football club founded in Amsterdam in 1900. As of 2023, the club employs approximately 830 people and generates annual revenue of less than $500 million. Its primary business is spectator sports.
On August 26, 2025, Beko, a global appliances brand, announced a three-year partnership with AFC Ajax, becoming the club's Official Confidence Partner. This partnership includes support for Ajax's youth development programs. Separately, Kasper Dolberg returned to Ajax, stating he is a better player after rejecting a transfer to Celtic. There is no information provided linking Dolberg's return to Ajax and Beko's sponsorship. A news story about Manchester United's transfer activity is unrelated to AFC Ajax. A separate news item mentions Beko's participation in IFA Berlin on September 5, 2025, showcasing smart home appliances.