Football club’s products and sporting events consumption has been extensively researched in the past. Games assistance, club association fees and merchandising purchase are among the forms of sports consumption that may occur. The drivers and motivations of such consumption are the basis of this research project. In the post-modern era, symbolic and hedonic consumption theories contribute to explain some sports consumption patterns. However, a special focus will be given to the tribal approach that has been recently discussed. By means of an exploratory research, the drivers and motivations of fan consumer behavior were analyzed, investigating in particular if the tribal approach can help to gain understanding of professional football consumption reality. An ethnographic study was conducted to answer the research questions. Data was collected through participant observation, semi-structured interviews and desk research. Results suggest that “Sporting Clube de Portugal” football fans may be interpreted as a tribe which gathers around a club that functions as a sacred totem to the supporters. The club’s products consumption can be partly explained by the linking value of the products, that is, the affective connection to the tribe. The research also suggests that fans cannot be treated as a whole. In fact, significant differences emerge in their behaviors and forms of expression.