In this thesis author researched the motives of users for following anthletes on social networks. Furthermore, the aim of this thesis was to determine what are the motives that users are using to follow athleetes on social networks and to propose a model which will help with understanding of this behaviour. Collected data were form primary and secondary sources. Conducted research was quantitative (descriptive) and as an instrument of research was used highly structured survey questionnaire which was sent to a convenient sample of athlete followers through social networks. The Likert's scale was used in survey, in which respondents expressed a degree of agreement or disagreement with the offered claims, and a combination of open and closed type questions, and was sent through e-mail, WhatsApp and Viber app, and through the social networks Facebook and Instagram. This research showed that the biggest motive for following athleetes on social networks is mostly a motive related to entertainment and information, and that marketing strategies should be implemented through that type of content. Also, research showed that there are new motives that are important, and they re related to following athletes that are related to healthy food and workout, also marketing of relationship in a way that athletes are sharing their private life with their followers and the last one is attention on social responsibility of athlete.