Abstarct: Abstract Ticket sales are one of the most important sources of revenue for an organization. Therefore, one of the main ways of providing resources and expenses by professional clubs around the world is ticket sales. The purpose of this study was the desire of football spectators to buy e-tickets: the role of motivation and perceived value. The research method was descxriptive correlation. The statistical population of this study consists of all spectators of the Iranian Football Premier League who use the online method to buy tickets. Therefore, the researcher randomly distributed 240 questionnaires among football spectators and after returning the questionnaire, 177 questionnaires were analyzed. Perceived value and e-ticketing questionnaires (Liang and Xiu, 2018) and motivation questionnaire (Andrews and Bianchi, 2013; Paulo, 2003; and Lorenzo et al., 2010) were used to collect data. Data were analyzed using Pearson correlation statistical methods and structural equation modeling. The results showed that the components of motivation, compatibility, trust and pleasure have a direct and significant effect on the desire to buy e-tickets. Also, the direct and significant effect of perceived value on the desire to buy e-tickets was significant, therefore, all the fit indices of the model indicated its optimal fit. The research findings indicate the importance of the role of motivation and perceived value on the desire to buy e-tickets. Therefore, clubs around the world should consider buying e-tickets in their club-related policies.