Page 43 - MOS PR REPORT - JUNE 2025

6/26/25, 9:16 AM Ministry of Sports holds its first of the ‘Customer Councils' of 2025 to enhance sports services in line with customers' expectations
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' program, thereby contributing to the UAE Government's journey toward global leadership
in delivering services that meet and exceed customer expectations.'
H.E. added: 'In the same vein, we recently launched the 'Sportifai' digital transformation platform, which primarily aims to digitize 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, utilizing 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.'

Sportifai is the national platform launched by the Ministry of Sports to strengthen governance across the entire sports sector and to offer smart
services that simplify the customer journey by reducing unnecessary documentation and requirements for obtaining services. It connects athletes
and sports entities through a comprehensive digital ecosystem that includes academies, federations, clubs, and schools. The platform also serves
as the digital incubator for several other platforms and services, including the 'Talent Committee' platform, which tracks athletes' journeys from
early stages to elite professionalism, along with other integrated services that will empower federations both technically and administratively.
The ‘Customer Councils' is 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 development opportunities that support the evolution of the
sports service landscape, improve and accelerate procedures, and increase partner and stakeholder satisfaction.

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 wider efforts to enhance user experiences, streamline administrative procedures, reduce documentation,
and expand access to efficient, tech-enabled sports services supported by technology and artificial intelligence. These initiatives reflect the UAE's
commitment to international standards of public service delivery.

https://www.godubai.com/citylife/press_release_page.asp?PR=186076 2/2