ANALYSIS OF THE RELATIONSHIP BETWEEN NOTIFICATIONS OF FOOTBALL CLUBS AND STOCK RETURNS USING EVENT STUDY METHOD

Öz

Purpose - The purpose of this study is to examine the effect of the Public Disclosure Platform (KAP) notifications of Beşiktaş, Galatasaray, Fenerbahçe and Trabzonspor clubs on stock returns. Methodology – In the study, the transfer meeting announcements of football clubs, the positive results of the transfer negotiations and the dates of the sponsorship agreement were evaluated as notification dates. In the research, the data of 2009-2010/2019-2020 seasons were used and the changes in stock returns on (date) and afterwards were determined. However, due to the COVID-19 outbreak, the data included in 2020 were not analyzed. Findings – In the analysis, it is concluded that notifications related to football clubs provide extremely high returns from stocks, and the market is not effective. Conclusions – As a result of the notifications of important transfers to KAP, all news channels and newspapers give an important place to this notification. As a result of this situation, people can buy the stocks of their existing teams by not acting rationally and with the awareness of fans. Based on this, it is understood that the transfer news is effective for Turkish football clubs.

Anahtar Kelimeler

• football clubs
• stock returns
• event study

Futbol Kulüplerinin Bildirimleri ile Hisse Senedi Getirileri Arasındaki İlişkinin Olay Analizi Yöntemi İle Analizi

Öz

Purpose - The purpose of this study is to examine the effect of the Public Disclosure Platform (KAP) notifications of Beşiktaş, Galatasaray, Fenerbahçe and Trabzonspor clubs on stock returns. Methodology – In the study, the transfer meeting announcements of football clubs, the positive results of the transfer negotiations and the dates of the sponsorship agreement were evaluated as notification dates. In the research, the data of 2009-2010/2019-2020 seasons were used and the changes in stock returns on (date) and afterwards were determined. However, due to the COVID-19 outbreak, the data included in 2020 were not analyzed. Findings – In the analysis, it is concluded that notifications related to football clubs provide extremely high returns from stocks, and the market is not effective. Conclusions – As a result of the notifications of important transfers to KAP, all news channels and newspapers give an important place to this notification. As a result of this situation, people can buy the stocks of their existing teams by not acting rationally and with the awareness of fans. Based on this, it is understood that the transfer news is effective for Turkish football clubs.

Anahtar Kelimeler

• Football clubs
• Stock returns
• Public disclosure platform
• Event study
• News

Kaynakça

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