Page 34 - MOS PR REPORT - JUNE 2025

6/26/25, 9:10 AM Ministry of Sports holds its first of the ‘Customer Councils’ of 2025 to enhance sports services - Aletihad News Center

Dr. Al Falasi emphasised that organising the first Customer Council for 2025 reflects the ministry’s commitment to

involving customers in the development of sports services.

He stated, “At the Ministry of Sports, we operate according to a participatory approach based on innovation,
integration, and flexibility. We believe that proper development begins with the customer, who is best positioned to

identify challenges and propose practical solutions based on their daily experience.

"In this context, Customer Councils serve as a key tool for direct engagement, identifying areas for improvement, and

adopting proposals that simplify procedures and reduce administrative burdens on customers, in alignment with the
'Zero Bureaucracy' programme, thereby contributing to the UAE Government's journey toward global leadership in

delivering services that meet and exceed customer expectations.”

He added that the ministry launched the 'Sportifai' digital transformation platform, which primarily aims to digitise

processes and accelerate their completion to facilitate access to services. The platform also provides data to all

sports entities in the country and connects them within a unified ecosystem, utilising the latest technologies based on
artificial intelligence and precise data.

Through this integration of direct engagement and digital transformation, we aim to offer a seamless, equitable, and
flexible experience for all users, while also enhancing service efficiency to support the future of Emirati sports.”

The ‘Customer Councils’ are one of several innovative government tools designed to enhance communication with
stakeholders. It provides an open and inclusive platform for exchanging ideas, addressing challenges, and identifying

opportunities for development.

Following the Council, dedicated teams within the Ministry of Sports responsible for service development and

bureaucracy reduction began reviewing the proposals and feedback submitted by federation representatives. These
are being prioritised for implementation to support operational excellence and raise service quality across the board.

These Councils are part of the Ministry’s broader efforts to enhance user experiences, streamline administrative
procedures, reduce documentation, and expand access to efficient, tech-enabled sports services supported by

technology and AI.

The move reflects the ministry's commitment to enhancing transparency and flexibility in service delivery, in line with

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