This moment has proved very costly for some share traders.
Ajax beaten by England's Tottenham Hotspur in the closing seconds of their Champions League soccer semifinal on Wednesday (May 8) night.
The Dutch club had been three goals up on aggregate, only to succumb to a miraculous Tottenham comeback.
Joy for supporters of the London team, but not for Ajax shareholders.
Shares in the Dutch side down as much as a fifth on Thursday (May 9).
They had risen about that much after beating Tottenham in the semifinal first leg a week earlier.
Defeat now carries a very literal price for Ajax.
They miss out on millions of dollars in extra prize money and ticket sales.
It's still not a bad year for the club's shareholders though.
Ajax stock up about 50 percent over the past year.
It gained as an exicting young team made progress in the Champions League.
They beat giants Juventus and Real Madrid along the way.
Right now though, there's only heartbreak for Ajax fans, and shareholders.