Fans are not only loyal, but also powerful, and could therefore exert pressure on football club managers. This study examines the influence of fan-generated pressure on the economic and social sustainability outcomes of football clubs in Colombia, highlighting the role of active and non-active fan typologies. Using a conceptual framework rooted in stakeholder theory, we developed and tested a structural equation model (SEM) based on Colombian football fans. Results show that active fans, defined as direct or indirect followers, prioritize high-performing players and coaches and significantly influence economic outcomes through merchandising and broadcasting rights. Conversely, non-active fans, including passive and potential supporters, emphasize player stability and club goodwill. These findings highlight that fan pressure, shaped by sporting identity and performance expectations, serves as a critical lever for value co-creation and sustainability. 2025 Hernández-Hernández, Londoño-Pineda, Ng-Henao, Macías-Franco and Cano.