Abstract:

At the end of the 1990s, when the wind of globalization increased the influence of the world, at the beginning of the 2000s, football also gained the fortune of the transformations that the age required. Football clubs, which have become expected brands from passionate weapons, have now begun to understand the importance of the communication science of football, which has evolved into a giant industry, to be able to use the public relations instrument. It is believed that corporate and publicly supplied football clubs can inform the public insofar as they can corporate public relations activities and related communications units, and as a result they can increase their brand values. In the study, Beşiktaş, Fenerbahçe, Galatasaray and Trabzonspor clubs, which are trading in Borsa Istanbul, have studied the Kamuyu Lighting Platform (KAP) statements they have made in the years 2018-2019. In the semi-powerful active markets, the explanations made by the use of the event analysis method often used have determined the impact on the performance of the stock as a proxy variable due to the brand values of the concerned clubs.

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