INTRODUCTION: THIS STUDY AIMED TO INVESTIGATE THE IMPACT OF RELATIONSHIP MARKETING ON THE PURCHASING BEHAVIOR OF FOOLAD MOBARAKE SEPAHAN’ FANS.METHODOLOGY: GIVEN THE OBJECTIVES, THIS WAS A CAUSAL FIELD STUDY. THE POPULATION CONSISTED OF ALL FANS OF FOOTBALL CLUBS. USING CONVENIENCE SAMPLING METHOD, THE QUESTIONNAIRES WERE DISTRIBUTED AMONG THE FANS OF SEPAHAN CLUB. THIS WAS AN APPLICATION- CORRELATION RESEARCH WHICH USED THE STRUCTURAL EQUATION MODELING. BASED ON THE MORGAN SAMPLE SIZE TABLE, 377 SUBJECTS WERE SELECTED FROM A POPULATION OF 20000 PEOPLE, THE MAXIMUM CAPACITY OF FOOLADSHAHR STADIUM. HOWEVER, TAKING INTO ACCOUNT THE PROBABILITY OF NOT RETURNING SOME QUESTIONNAIRES, 430 QUESTIONNAIRES WERE DISTRIBUTED AMONG THE SPECTATORS IN THE GAME OF SEPAHAN- NAFT TEHRAN AND SEPAHAN- ALSADD OF QATAR RESPECTIVELY. AFTER VERIFYING THE QUESTIONNAIRES, 378 CASES WERE USED IN THE FINAL ANALYSIS. USING SPSS AND LISREL SOFTWARE, THE CORRELATION TEST, CONFIRMATORY FACTOR ANALYSIS, AND STRUCTURAL EQUATION MODELING WAS USED FOR ANALYZING THE DATA. THE KIM’S RELATIONSHIP MARKETING (2008) AND FAN’S PURCHASING BEHAVIOR (2008) QUESTIONNAIRES WERE USED FOR EVALUATING THE RELATIONSHIP MARKETING COMPONENTS AND SPECTATORS’ PURCHASING BEHAVIOR COMPONENTS, RESPECTIVELY.. IN THE STUDY OF KHORSHIDI (2012), THE SPECTATORS’ PURCHASING BEHAVIOR SCALE WAS TRANSLATED IN THREE STAGES AND ITS CONTENT, FACE, AND STRUCTURE VALIDITY WAS CONFIRMED. IT CONSISTED OF 12 ITEMS AND FIVE COMPONENTS OF COMMERCIAL PURCHASE, WORD OF MOUTH ADVERTISING, REPEATED PARTICIPATION, PARTICIPATION REPLACEMENT, AND COSTS. IN ORDER TO EVALUATE THE RELIABILITY OF THE QUESTIONNAIRES, 45 QUESTIONNAIRES WERE RANDOMLY DISTRIBUTED AMONG THE SPECTATORS OF ESTEGHLAL- NAFT TEHRAN GAME IN TEHRAN'S AZADI STADIUM IN 2014.3.27.RESULT: USING CRONBACH'S ALPHA COEFFICIENT, THE RELIABILITY OF THE RELATIONSHIP MARKETING AND SPECTATORS’ PURCHASING BEHAVIOR QUESTIONNAIRES WAS DETERMINED TO BE 0.87 AND 0.71, RESPECTIVELY. ALSO, THE CONSTRUCT VALIDITY (FACTOR ANALYSIS) OF QUESTIONNAIRES WAS CONFIRMED USING CONFIRMATORY FACTOR ANALYSIS AND STRUCTURAL EQUATION MODELING.DISCUSSION: THE RESULTS SHOWED THAT THERE WAS A POSITIVE AND SIGNIFICANT RELATIONSHIP BETWEEN RELATIONSHIP MARKETING AND SPECTATORS’ PURCHASING BEHAVIOR. ALSO, THE SPECTATORS’ PURCHASING BEHAVIOR WAS INFLUENCED BY RELATIONSHIP MARKETING. CONSIDERING THE FINDINGS OF THIS STUDY, APPROACHES CAN BE PROVIDED TO DETERMINE THE STRATEGY OF RELATIONSHIP MARKETING AND EVALUATE THE IMPACT OF THIS STRATEGY ON PURCHASE BEHAVIOR OF SPECTATORS- AS THE MAIN CUSTOMERS OF FOOTBALL CLUBS.