Social media is a topic that is discussed extensively and is today a platform used by a number of companies and organizations to enable individuals to communicate and create stronger relationships with their various stakeholders. Instagram, which is a social image and videoplatform, has become an easy way to market your company, organization or oneself. The purpose of this study was to map fans 'views and influence on football profiles'communication via Instagram. To answer the study's purpose, both deductive and inductive approaches have been used in the form of a questionnaire survey and a focus group interview. This with the help of theories about brand capital, brand commitment, brand relationships and brand attitudes. The conclusions drawn based on the analyzes were that fans 'views and influence on football profiles' communication via Instagram are reflected in their brand capital and the associations, attitudes and connections that fans can link to the football profile as a brand.The better these are, the more commitment is created, which further leads to a stronger relationship between fans and football profile, which in turn contributes to a more positive impact and image of the football profile.