The organization and operation of the fan club is based on providing support to the sports club. Communication through social networks and internet channels provides for the dissemination of information and contacts with a large audience. Through new forms of communication on sports events, the number of followers and subscribers speaks of the size of the immediate and indirect fan community, going beyond local importance and influencing the formation of the fan group's image. In social interactions, modern sporting events are not intended exclusively for entertainment. They are part of the process of defining and redefining identity and the image of an individual, a city, as well as a smaller or larger social entity. The strong emotions and global popularity of football contribute to the inclusion of this sport in the daily social topics of both fans and the wider audience. In five chapters of this paper, theoretical knowledge on communication activities which contributes to image development is presented. The characteristics of traditional and new media, as well as the adaptations of media content depending on the communication channel used, are described. The Research Results chapter is preceded by a chapter with theoretical knowledge in the function of social interaction. The research problem of this paper is based on the study of the media content of the Torcida supporter group in order to determine the communication characteristics when addressing the general public. With its style of communication, the supporter group aims to provide support to the sports club, and the analysis will determine the impact of communication activities both on the reputation of the club and on the reputation of the supporter group itself. The research plan was developed in stages: the first is the analysis of media content published in the period from 2016 to 2022 via profiles on Facebook, Youtube and Flickr social media and the official website of the Torcida supporter group. In the second phase, this was done by conducting a survey. By analysing the content published on the official profiles of social networks and the Internet channel and conducting a survey on a sample of 159 respondents, the method and topic of communication, interactivity and the attitude of the respondents towards the image of the Torcida fan group and its influence on the image of the Croatian football club Hajduk Split (HNK Hajduk) were analysed. In the final stage, qualitative and quantitative approach to data processing was used to draw conclusions and confirm hypotheses by conducting a survey on a sample of 159 respondents. Hypotheses that the Torcida fan group, through its communication activities via social media, strengthens its image in the environment in which it operates and directly contributes to the image of HNK Hajduk have been confirmed.