The article describes the phenomenon of Arsenal Fan TV on Arsenal?s fan base in an increasingly digital mediasaturated world and how football fans shape their identity through social media content, Arsenal Fan TV is the pioneer in football fan participation content on the social media platform YouTube. It has changed the nature of football fandom, as its ?fandom-technology? combination allows fans to express their views towards the club daily (Woods & Ludvigsen, 2021). This paper use Nash?s (2000) perspective towards fandom, specifically on a football scope which connects strongly to the case of Arsenal Fan TV as one of the most popular fan television in the football fandom industry. Other than that, this article studies how digital media transforms football fandoms to strengthen their social identity as a group in social media platforms.. The article argues that the contents of the Arsenal Fan TV channel change the dynamics of the fandom and the member?s perceptions of the club which connects to Michael Hogg?s (2016) social identity theory that focuses on social influence and group norms, leadership within and between groups. Football fandom is different distinctly different when being compared to other fandoms, as they really prioritize their favourite football club in many aspects of their life. Hence, the football club they support will be affecting their daily norms and social status.Knowing that the strength in social identity that Arsenal Fan TV has in influencing more Arsenal Fans around the world to have their norms set by Arsenal results every week through their massive digital engagement will be very beneficial for studying this phenomenon. As addressing the strength in loyalty and identity for a football fandom is important, learning from Nash?s (2000) take and experience on Liverpool?s Scandinavian based supporters being seen as glory hunters due to the lack of unity with the local supporters.