Loyalty among consumers is often the subject explored by many marketing researchers. However, in this paper emphasis is placed on football fans as consumers. Many researchers have relized that the development and expansion of loyal fans base should be one of the key goals for each football club. The importance and value of the fans is based on the fact that they directly and indirectly contribute to the club's revenue through the purchase of match tickets, jerseys, scarves and other various club requisites and souvenirs. Also, their importance is reflected in the fact that they spread positive comments about the club and provide the most promising promotion of the club, which is also free. Various sponsors and media are attracted by the fans which raise the overall value of the club when selling TV rights, sponsor space etc. Keeping in mind the importance of the loyal fans, the purpose of this work is to understand determinants of CFC Rijeka fans' loyalty in order to develop relationship between the club and their fans. Researching the literature, it was found that the key to understand the fan loyalty determinants are elements such as: motives of the fans' arrival at the match, satisfaction of the fans with the game as an integral product consisting of partial services and identification of the fans with their favorite club. Thus, it was found that the key motive of the fans' arrival at the CFC Rijeka match is attachment to the club, followed by motives such as football match excitement, proud of the local community, socializing with friends, attachment to the football, socialization and escape from everyday life. When it comes to the satisfaction, it has been established that the overall satisfaction with game service's doesn't affect the overall loyalty of the CFC Rijeka fans which were examined. But, when it comes to comparing partial scores of the services provided by CFC Rijeka on their matches, it has been established that there is an existing connection between certain elements of satisfaction and loyalty, from those which are, cleanliness of the stadium, stadium comfort, discipline of other present fans on the stadium. Also, throughout this paper it has been established that there is a high link between identification and loyalty, and it is established that highly identified fans are also highly loyal in many cases, both behaviorally and through their own attitude.