Football is a widely accepted and loved sport followed passionately by millions of people around the world. Football appeals to large audiences with football fans and players who establish social bonds with its universal language that transcends cultural and language barriers. Football clubs are the organizations that keep all these groups together and organize sports activities. There are hundreds of thousands of football clubs in the world. AFC Ajax has been one of the most well-established clubs in Europe with a history of more than a hundred years since its establishment. With the industrialization of football, AFC Ajax club has prepared itself for the future by taking its place not only in the football it plays but also in the capital markets, to be more effective in the developing football market and to become an economic sector. In this context, AFC Ajax started to be traded on the Euronext Amsterdam stock exchange on 17 May 1998. Since this date, the club has attracted the attention of not only its own fans or football enthusiasts with its football but also investors from all over the world with its position in the capital markets. In this study, the relationship between the results of all matches of the AFC Ajax team, including league, UEFA Champions League and friendly matches, between 02 August 2013 and 24 April 2024, and AFC Ajax stock prices was found worth analyzing and the relationship between the data was tested with the logistic regression analysis method. Analysis results show that; AFC Ajax investors react quickly when the team wins a match. It has been determined that the team winning a match is significantly related to the increase in the stock price, and the probability of a stock increase, if the team wins a match, is 78.2% higher than the probability of a stock price increase if the team does not win a match. There was no increase in the stock price during periods when the team lost a match.

AFC Ajax, Euronext Amsterdam Stock Exchange, logistic regression.