Abstarct: The present study investigated the motivational factors for fan participation in the virtual pages of football clubs. The present study is a kind of exploratory mixed research that includes both qualitative and quantitative parts. In the qualitative section by interviewing 20 active sports fans on the virtual pages and investigating the motivating factors of the fans, 9 factors (information, entertainment, solidarity and social interaction, personal empowerment, income and rewards, brand interest, personal identity, Requirements and Club Empowerment) were identified. In the next step, the relationships between these factors were determined and analyzed using the interpretive structural analysis model. In the modeling section, a questionnaire was used to use the opinions of 14 expert sports management experts. They were selected as snowballs. The results of this study led to the categorization of motivational fans in football web pages and model design of these factors. The model illustrates the factors and how these factors interact and interact. Finally, Modell's interpretation of the model surfaces and the relationship between the dimensions of the motivational factors were discussed and strategies were presented for the more active sports fans to participate in the virtual pages.