The purpose of this research study is to examine the behavior of football fans who are members of online brand ommunities of their favorite team. The behavior of fans in live spectator sport is not recent, and multiple facets of that research have been conducted (Solberg & Mehus, 2014; Mao & Huang. 2016). This study focuses on the role of OBCs in deciphering the emotions of football fans towards their favorite team and how these OBCs enhance or diminish their emotions. This study has both theoretical and managerial contributions in marketing literature and practice. Theoretically, the research uses the psychological ownership theory to better explain fans’ behavior towards their team. Similarly, for practitioners, there is a need to distinguish between serious fans and casual joiners of the online community in order to modify or rebuild their social media approach to reach more followers and rewards the loyal fans of the team.