CSS or Curva Sud Shop is one of the business entities established in 2012 by PSS fans club (Sleman Football Association) Brigata Curva Sud (BCS) community. Some of the Indonesian clubs currently maximize club financial income from their supporters, either from match tickets or by selling official team merchandise. But in Sleman, the merchandise is usually sold by the club. Sleman has its own way with fans who manage and support their local clubs by selling their own merchandise but still giving royalties to the PSS club. Over time, CSS used several promotional tools to increase merchandise sales. One of them uses social media like Instagram, because using Instagram business accounts can be known for its insights, can be used to introduce brands and products directly. The research method used in this study is descriptive and qualitative analysis. The research location is in Ruko Delima Raya 1 Complex, Delima Raya Leles Street, Condong Catur, Depok, Sleman. Informants taken based on purposive sampling with 3 criteria. Methods of collecting data through in-depth interviews and documentation. Data analysis technique is qualitative data analysis. In this study the data validity test used was source and technique triangulation. The results of the study show that CSS has carried out promotional activities by using Instagram. In this case, CSS is implemeting promotion through Instagram, CSS also had 2 Instagran account @cs_shop1976 and @cs_shop.catalog. Both of them had different function, the first one (@cs_shop1976) as a media who give an information about discount and coming soon product. The second one (@cs_shop.catalog) as a catalog for their new product. But there are a number of steps that CSS has not implemented in Istagram such as the strategy stage in determining the budget and promotion mix, for example CSS has not implemented public relations and personal sales.