Hur sportslig prestation förklarar kursförändringar - Supporterinvesterare : En eventstudie för hur aktiemarknaden reagerar på nyheter om matchresultat för fotbollsklubbar

Sammanfattning: The purpose of this study was to analyze how sporting performance explains price changes for listed football clubs during the period 2017-2021. The explanatory variables used by the study were all related to the outcome of the match result and to the advance expectations that the market had regarding the match result. The study is of interest to many people, including investors, who can absorb the knowledge about how the stock market for football clubs behaves in order to be able to make advantageous investment strategy decisions around match days. Another relevant actor who is interested in the results of the study is researchers who want to test the relevance of the effective market hypothesis. Returns on football clubs' shares in relationship with match results constitute a unique opportunity to study this theory.  The study uses a quantitative method with a deductive approach and the scientific approach is positivist. The total number of observed match results was 1 188.  The results of the study indicate that in a match result that ends with a victory for the surveyed team, an average abnormal return (AAR) is shown, which is positive by 0.7%. Match results that end in a draw have a negative AAR of 1.0%, and loss results also have a negative impact on the AAR of 0.7%. With regard to expectations in advance, the results show that both the expected and unexpected results have a significant effect on share price changes, which applies to victories as well as to losses. The results from the regression analysis indicate that the explanatory power is 4.25%. This means that 4.25% of the variation of the dependent variable, abnormal return, can be explained by the independent variable, deviating points.  The study concludes that the stock market for football clubs reacts to news about information regarding match results. Wins are information of a positive nature which thus has a positive effect on the change in the share price. The opposite is true for both draws and losses. Expectations of the match result in advance also have an effect on price changes.