The subject of the final work is the aim of social media in football and their influence on football fans. Social media is used for communication and getting information on every day basis and in football they are mostly used by fans and other people who support clubs and players. Football fans and social media together make a vast market not only for tickets and fan products shopping but also for products and services provided by sponsors involved in football business. The whole area needs to be investigated in order to achieve successful promotion action. Social media has been presented through the theoretical part, that is to say- what does it mean, how it has been established and what kind of social media exists today. The research shows how important it has been in communication and what type has been used by football fans. A short review on marketing and its function in sport especially football has been made, the usage of social media in the purpose of marketing and its influence on fans as well as shortly described ways of the Internet marketing has also been shown. Secondary and primary research through qualitative and quantitative methods have been used. The role of social media has been shown on the example of Football Club Rijeka as well as the influence on fans in Croatian football through the analysis of secondary data resources, fans poll, the activity of fans on social media have been completed by the answers and thinking of leading people of the Club. The results show that the media most used is Facebook and that is before, during and after the match. Fans are pleased with FC Rijeka social pages but a great number of users do not notice the advertisements shown on the pages. The research has shown that only a small number of fans do their shopping on the Internet or in Web Fan Shop, and so far there is no higher financial effect in the field of fan articles and jersey selling.