This study aimed to identify the motivations for engaging with sports clubs' social media accounts using the Use and Gratification Theory (U&G). Furthermore, it explored engagement activities based on the Consumers' Online Brand-Related Activities (COBRAs) approach. In addition, the study examined how engagement motivation influences engagement activities and how these activities affect brand attachment and brand loyalty. It used a quantitative approach with a questionnaire administered to 939 football fans in Oman and employed Smart PLS for structural equation modeling. The results indicated that "Consumption Activities" were rated highly (M=4.71), "Contributing Activities" received a medium rating (M=3.92), and "Creating Activities" were considered low (M=3.18). Information-Seeking and Brand Love were the most potent motivators, with means of (M=4.75) and (M=4.42), respectively, while Remuneration and Entertainment were the weakest, with means of (M=3.28) and (M=3.53), respectively. .....

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