Abstarct: Communicating with sports customers is very important for clubs. Football clubs can provide up-to-date marketing information, newsletters and messages when fans need that information. Therefore, the present study was conducted to investigate the role of user satisfaction on participation and willingness to follow the virtual pages of football clubs. This research is applied in terms of purpose and descxriptive-correlational in terms of research strategy. The statistical sample consists of 175 followers of virtual pages (website, Instagram) of Iranian Premier League clubs that have been randomly selected. In order to measure the research variables, the participation questionnaire (Vale and Fernandez, 2018), satisfaction (Gao and Feng, 2016) and willingness to follow (Kim, 2010) were used. In order to accurately describe the characteristics of the research sample, descxriptive statistics and structural equations were used to analyze the data in the inferential statistics section, for which PLS software was used. The results showed that satisfaction directly affects the desire to pursue; Satisfaction also indirectly affects the willingness to pursue through the mediating variable of participation.