This research aims at measuring the perception of personality and quality of the Egyptian Al-Ahly club brand on the level of loyalty of the football first team fans who are keen to purchase the team's T-shirt with the brand through the following variables (age, sex, governorate, level of education, living standard), and the elements of the brand's personality and quality (validity, efficiency, shape, complexity, material) and the level of loyalty. Additionally, the effects of the elements of the brand's personality and quality on the level of fans' loyalty, Using a questionnaire consisting of three parts, and applied on a sample of (559) fans, By descriptive analysis of data, variance analysis, Scheffe's test of significance and direction of differences among means and its critical value, standard division of the mean, multiple regression analysis using the method of gradual regression to test the research hypotheses and verify its goals