INTRODUCTION: TODAYS, THE GOOD RELATIONSHIP WITH CUSTOMERS IS THE KEY TO SUCCESS IN BUSINESS AND MAY RESULT IN THE DEVELOPMENT OF LONG-TERM RELATIONSHIPS WITH CUSTOMERS. COMMUNICATION IS ONE OF THE MOST IMPORTANT ELEMENTS IN ALL ASPECTS OF SPORTS MARKETING. HOWEVER, ONE OF THE IMPORTANT APPROACHES IN THE FIELD OF MARKETING IS COMMUNICATIVE MARKETING, WHICH SHOWS THE SUCCESS OR FAILURE OF AN ORGANIZATION TO CREATE LONG-TERM RELATIONSHIPS WITH THE CUSTOMERS. COMMUNICATIVE MARKETING HAS BEEN CREATED TO MEET THE EXPECTATIONS OF OUR CUSTOMERS AND TO THE CUSTOMERS AND OTHER STAKEHOLDERS. ORGANIZATIONS, IN PARTICULAR, SHOULD BE AWARE OF COMMUNICATIVE MARKETING EFFORT THAT CAN IMPLEMENT IN THEIR ORGANIZATION. THIS REQUIRES A REVIEW OF HOW TO COMMUNICATE WITH CUSTOMERS AND ALSO IN ALL ORGANIZATION SYSTEMS. SPORTS ORGANIZATIONS SHOULD BE CONSIDER THAT COMMUNICATIVE MARKETING IS NOT A STRATEGY THAT ONCE CREATED, BUT CULTURE AND ATTITUDE OF COMMUNICATIVE MARKETING APPROACH SHOULD BE APPLIED IN ANY PART OF THE ORGANIZATION, EMPLOYEES AND EVERY SMALL PART OF ORGANIZATIONAL ACTIVITIES. ACCORDINGLY, THIS STUDY AIMED TO INVESTIGATE THE PERCEPTION OF SPORTS COMPLEXES MANAGERS AND EMPLOYEES TOWARD COMMUNICATIVE MARKETING STRATEGY AND ALSO, ANALYSIS OF IMPORTANCE AND PERFORMANCE OF RELATIONSHIP MARKETING.METHODOLOGY: THE RESEARCH METHOD WAS DESCRIPTIVE SURVEY. THE STUDY POPULATION INCLUDED 243 EXECUTIVES SPORT CENTERS OF KURDISTAN WHICH SUBJECTS WERE RANDOMLY SELECTED. A QUESTIONNAIRE WITH 19 ITEMS WAS USED TO COLLECT DATA AND CONFIRMATORY FACTOR ANALYSIS TO CONFIRM THE CONSTRUCT VALIDITY AND TEST THE POWER AND SIGNIFICANCE OF EACH VARIABLE WERE ANALYZED USING AMOS SOFTWARE. TO COMPARE THE VARIABLES OF IMPORTANCE AND PERFORMANCE OF MARKETING RELATIONSHIP, THE PAIRED T-TEST WAS USED.RESULTS: RESULTS SHOWED THAT THERE IS A SIGNIFICANT DIFFERENCE BETWEEN THE EXECUTIVES' UNDERSTANDING OF THE IMPORTANCE AND PERFORMANCE AND THE RELATIONSHIP MARKETING IN THE ORGANIZATION. AND ALSO THERE IS A SIGNIFICANT DIFFERENCE BETWEEN THE RELATIONSHIP WITH THE CUSTOMER, THE QUALITY OF THE SERVICES AND PRESERVING THE CUSTOMERS, ON THE STATUS OF IMPORTANCE AND PERFORMANCE.DISCUSSION AND CONCLUSION: ACCORDING TO THE RESULTS CAN BE SAID THAT UNDERSTANDING COMMUNICATIVE MARKETING TACTICS THROUGH EXECUTIVE PERSONNEL IS VERY IMPORTANT. IT MEANS MANAGERS AND STAFFS OF THE SPORTS COMPLEX THAT UNDERSTAND COMMUNICATIVE MARKETING TACTICS FURTHER, AND IMPLEMENT THESE TACTICS IN THEIR ORGANIZATIONS WILL BE ABLE TO HAVE LOYAL AND SATISFIED CUSTOMERS. OVERALL, RESULTS OFFERS A GENERAL UNDERSTANDING OF COMMUNICATIVE MARKETING TACTICS THAT CREATES LOYALTY, RETAINS AND ATTRACTS CUSTOMERS IN THE LONG RUN FROM THE SPORT CENTERS' CUSTOMERS.