Abstract: In order to comply with the development policy of building a centenary-old football club and the direction of focusing on the management of intangible assets, the research explores the development of brand equity of professional football clubs in China from the perspective of fans, so as to solve the current development problems of professional football clubs. Through the analysis of literature review, interview and questionnaire, it is concluded that the fans-based brand equity of professional football clubs are composed of three dimensions: club image, fan identity and fan loyalty. Among them, team performance, watching experience, historical background, sense of social responsibility, fan relationship and management are important driving factors of club image. The empirical results show that club image has a positive driving effect on fan loyalty and fan identity. Fan identity plays a complete intermediary role between club image and fan loyalty. The driving process is club image-fan identity-fan loyalty. At the same time, the individual differences of fans have different effects on the perception of club image.