Abstarct: The aim of the present study was to examine the effect of service quality on the loyalty of wrestlers at the Al-Kut Wrestling Club in Wasit City, Iraq, with brand love serving as a mediating variable. This research adopted a descxriptive–correlational design and was conducted using a field-baxsed approach. The statistical population consisted of all customers of Al-Kut Wrestling Club who had used the club’s services over the past ten years. baxsed on Klein’s (2000) recommendation, the sample size was estimated at 189 participants, who were selected through convenience sampling. After confirming validity and reliability, data were collected using the Service Quality Questionnaire by Liu (2008), the Loyalty Questionnaire by Liu (2008), and the Brand Love Questionnaire developed by Zhou et al. (2020). Data analysis was performed using SPSS software and partial least squares structural equation modeling (PLS-SEM). The findings indicated that service quality has a positive and significant effect on customer loyalty at Al-Kut Wrestling Club (path coefficient = 0.49, t-value = 5.97). In addition, service quality was found to have a positive and significant effect on wrestlers’ brand love. Moreover, brand love was confirmed as a mediating variable in the relationship between service quality and loyalty (path coefficient = 0.27, t-value = 4.002). The results suggest that placing greater emphasis on service quality, addressing wrestlers’ needs and feedback, and improving service delivery processes can enhance members’ satisfaction and loyalty. Furthermore, training and empowering staff in their interactions with members, along with implementing feedback collection systems and continuous evaluation of athletes’ experiences, play a crucial role in enhancing positive experiences and fostering emotional attachment to the club brand.