Evaluation of the Football Club Performance Results Impact on the Title Sponsor's Economic Indicators

Student: Khryukov Vadim

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Economics (Bachelor)

Year of Graduation: 2018

The relationship between football match results and the abnormal return in sponsor`s share price was observed in this graduate qualification work. The empirical analysis uses the event study methodology – a statistical method to assess the impact of an event on the value of a firm. To carry out the research there was collected two types of data: sport and finance. Sport data includes results of a football matches of the most significant and prestigious European football club tournament – Champions League, during the period from 2004/2005 to 2016/2017. All the information was collected from uefa.com. The finance data includes daily stock market prices of companies-sponsors. This data was collected from the investing.com and yahoo.com. The results confirmed positive abnormal returns following victories. This result can be explained by the fact that football fans after the victory of their favorite club on an emotional level associate the team`s victory with the title sponsor. Secondly, it was revealed that knockout tournament stage has a positive influence on the sponsor`s stock price. And thirdly, it was detected that football match results of clubs from England, Spain and Germany have more influence on sponsor`s stock abnormal return in comparison to clubs from Italy.

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