Will your portfolio soar with the Eagles, or get pummeled by the Patriots?
That’s what adherents of the so-called Super Bowl Theory would likely
conclude. The Super Bowl Theory holds that when a team from the old
National Football League wins the Super Bowl, the S&P 500 will rise,
and when a team from the old American Football League prevails, stock
prices will fall.

It’s a “theory” that has been found to be correct nearly 80% of the
time — for 40 of the 51 Super Bowls, in fact. Though last year’s big
comeback by the AFC Champion Patriots (who once were the AFL’s Boston
Patriots) against the then-NFC champion Atlanta Falcons — alongside the
2017 market surge — surely places its validity in question. Not to
mention 2016, and the AFC’s (and original AFL) Broncos 24-10 victory
over the Carolina Panthers, who represented the NFC.
It was an unusual break in the streak that was sustained in 2015
following Super Bowl XLIX, when the New England Patriots (yes, those
same Patriots) bested the Seattle Seahawks 28-24 to earn their fourth
Super Bowl title. It also “worked” in 2014, when the Seahawks bumped off
the Denver Broncos, a legacy AFL team, and in 2013, when a dramatic
fourth-quarter comeback rescued a victory by the Baltimore Ravens — who,
though representing the AFC, are technically a legacy NFL team via
their Cleveland Browns roots.
Admittedly, the fact that the markets fared well in 2013 was hardly a
true test of the Super Bowl Theory since, as it turned out, both teams
in Super Bowl XLVII — the Ravens and the San Francisco 49ers — were NFL
legacy teams.
However, consider that in 2012 a team from the old NFL (the New York
Giants) took on — and took down — one from the old AFL (the New England
Patriots). And, in fact, 2012 was a pretty good year for stocks.
Steel ‘Curtains’?
On the other hand, the year before that, the Pittsburgh Steelers
(representing the American Football Conference) took on the National
Football Conference’s Green Bay Packers — two teams that had some of the
oldest, deepest and, yes, most “storied” NFL roots, with the Steelers
formed in 1933 (as the Pittsburgh Pirates) and the Packers founded in
1919. According to the Super Bowl Theory, 2011 should have been a good
year for stocks (because, regardless of who won, an NFL team would
prevail). But as you may recall, while the Dow gained ground for the
year, the S&P 500 was, well, flat.
There was the string of Super Bowls where the contests were all
between legacy NFL teams (thus, no matter who won, the markets should
have risen):
- 2006, when the Steelers bested the Seattle Seahawks;
- 2007, when the Indianapolis Colts beat the Chicago Bears 29-17;
- 2009, when the Pittsburgh Steelers took on the Arizona Cardinals, who had once been the NFL’s St. Louis Cardinals; and
- 2010, when the New Orleans Saints bested the Indianapolis Colts, who had roots back to the NFL legacy Baltimore Colts.
Sure enough, the markets were higher in each of those years.
As for 2008? Well, that was the year that the NFC’s New York Giants
upended the hopes of the AFL-legacy Patriots for a perfect season, but
it didn’t do any favors for the stock market. In fact, that was the last
time that the Super Bowl Theory didn’t “work” (well, until this past
year – oh, and the year before THAT).
Patriot Gains
Times were better for Patriots fans in 2005, when they bested the
NFC’s Philadelphia Eagles (yes, it’s a rematch this year of sorts)
24-21. Indeed, according to the Super Bowl Theory, the markets should
have been down that year – but the S&P 500 rose 2.55%.
Of course, Super Bowl Theory proponents would tell you that the 2002
win by (those same) New England Patriots accurately foretold the
continuation of the bear market into a third year (at the time, the
first accurate result in five years). But the Patriots’ 2004 Super Bowl
win against the Carolina Panthers (the one that probably nobody except
Patriots fans remember because it was overshadowed by Janet Jackson’s
infamous “wardrobe malfunction” with Justin Timberlake - who, as it
turns out, is back to perform in this year's Super Bowl) failed to
anticipate a fall rally that helped push the S&P 500 to a near 9%
gain that year, sacking the indicator for another loss (couldn’t
resist).
Bronco ‘Busters’
Consider also that, despite victories by the AFL-legacy Denver
Broncos in 1998 and 1999, the S&P 500 continued its winning ways,
while victories by the NFL-legacy St. Louis (by way of Los Angeles) Rams
(that have now returned to the City of Angels) and the Baltimore Ravens
did nothing to dispel the bear markets of 2000 and 2001, respectively.
In fact, the Super Bowl Theory “worked” 28 times between 1967 and
1997, then went 0-4 between 1998 and 2001, only to get back on track
from 2002 on (“purists” still dispute how to interpret Tampa Bay’s 2003
victory, since the Buccaneers spent their first NFL season in the AFC
before moving to the NFC).
Indeed, the Buccaneers’ move to the NFC was part of a swap with the
Seattle Seahawks, who did, in fact, enter the NFL as an NFC team in 1976
but shuttled quickly over to the AFC (where they remained through 2001)
before returning to the NFC (see below). And, not having entered the
league until 1976, regardless of when they began, can the Seahawks truly
be considered a “legacy” NFL squad? Bear in mind as well, that in 2006,
when the Seahawks made their first Super Bowl appearance — and lost —
the S&P 500 gained nearly 16%.
As for Sunday’s contest, the Patriots have been here before (to put
it mildly), the Eagles (just) twice – but not since 2004 (when they lost
to the Patriots) and before that in Super Bowl XV against the Oakland
Raiders — but are 0-2 in those appearances.
On a separate note, despite (technically) being the home team, the
Patriots will (again) be wearing white jerseys. Not that they’re
superstitious or anything, but 12 of the last 13 Super Bowl winners were
wearing white jerseys — and, according to CBS, not only were the Pats
in white the last time they beat the Eagles, they are (only) 2-2 when
wearing blue jerseys in the Super Bowl, and 3-1 when in white (Bears
fans at least will recall what happened when the Patriots wore red in
Super Bowl XX).
All in all, it looks like it will be a good game. And that — whether
you are a proponent of the Super Bowl Theory or not — would be one in
which regardless of which team wins, we all do!
- Nevin E. Adams, JD
Note: Seattle is the only team to have played in both the AFC and
NFC Championship Games, having relocated from the AFC to the NFC during
league realignment prior to the 2002 season. The Seahawks are the only
NFL team to switch conferences twice in the post-merger era. The
franchise began play in 1976 in the NFC West division but switched
conferences with the Buccaneers after one season and joined the AFC
West.