Abstarct: the purpose of this study was to investigate the effect of service quality on customer loyalty of sport club with mediator role of perceived value. the research method in terms of objective is applied, in terms of time, cross - sectional and in terms of data collection is descxriptive - correlation. the statistical population of this study is the customers of sports clubs in iraq. 172 patients were selected by convenience sampling method. three questionnaires of perceived value of Eggert and Ulaga (2002), service quality Avourdiadou and Theodorakis (2014) and customer loyalty of Nuviala et al. (2014) were used. data analysis was performed using structural equation modeling and smart PLS 3 software. the results show that service quality has a positive and significant effect on customer loyalty of sports clubs through increasing perceived value. by analyzing the needs and needs of club clients and improving the perceived value of club clients, they can satisfy and finally customer loyalty. therefore, to achieve sustainable loyalty, managers should focus on improving service quality (especially human dimensions such as reliability and empathy of employees) and creating multidimensional (functional, social and emotional) value.