In this paper, consumer engagement is identified as a multidimensional construct through the application of consumer motivation research and identification of members of a sports club social network as well as consumer identification with a sports club brand on social networks with the aim of developing and building trust, satisfaction and loyalty. The purpose of the research is to determine in detail how sports clubs can use social networks with the aim of improving loyalty, trust and satisfaction by providing consumers with the benefits of a partnership. The scientific problem and the subject of scientific research are related to two primary objects of scientific research, namely: consumer engagement and social networks of sports clubs. The primary focus of the study is on sports clubs that communicate with their consumers through social media. This paper proposes a strategic framework that aligns the consumer platform as well as the sports club brand platform with the aim of encouraging and creating engagement that generates value for both. The analysis and critical evaluation of the existing instruments for measuring the concept of consumer engagement in the sports industry and the synthesis of existing theoretical knowledge from these areas create a basis for empirical analysis of the concept, which is the subject of this dissertation. The results of the research indicate that the consumer engagement on the social networks of the sports club is under the relatively greatest influence of identification with the brand of the sports club. Furthermore, it was found that a higher level of trust, satisfaction and loyalty is expressed by consumers who are more identified with members of the social network of the sports club, and who are more extrinsically motivated to follow the social network of the sports club. The paper also gives implications for marketing managers of sports clubs.