Subject of the research was to discover football brand profile. Study was made in Cape Town during the FIFA World Cup 2010 in South Africa. The objective was to decipher what are the attributes that fans relate to football and things that motivate to follow the sport. The third theme was to figure out what fundamentally makes people travel and attend to these kinds of mega events. Additionally, there were pondered how the results could be used to increase the brand equity. Means-End-Chain -interview model was the study method and it executed by laddering-technique. Study type and approach was qualitative case-study. Interviews were done at the Fan Fest–area that was specifically built for the games. There were totally 176 interviews conducted. Thomas Gad''s 4-D-branding theory model was used together with Shalom Schwartz''s value theory to analyze the study data. The following thesis provides deep and fresh viewpoint of football image in the minds of international football tourists.