Page 45 - 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
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' 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.dubaiprnetwork.com/pr.asp?pr=186076 2/2