Page 46 - 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 - …
Ministry of Sports holds its first of the ‘Customer Councils’ of

2025 to enhance sports services in line with customers’

expectations

June 25, 2025

United Arab Emirates, Wednesday,June 2025- The Ministry of Sports held its first of the “Customer Councils” of 2025,
under the Zero Bureaucracy Program. This reflects the Ministry’s commitment to improving government services and
boosting operational efficiency across the sports sector.

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The session was attended by H.E. Dr. Ahmad Belhoul Al Falasi, Minister of Sports, and H.E. Ghanim Mubarak El-Hajeri,
Undersecretary of the Ministry of Sports, alongside more than 40 representatives of national sports federations. The
Council reflected the Ministry of Sport’s dedication to strengthening partnerships with relevant entities within the
national sports ecosystem and supporting government directives to prioritise customers while designing and developing
services. This aligns with the objectives of the ‘We the UAE 2031’ vision, which aims to position the UAE as one of the
world’s most efficient and leading governments.

H.E. Dr. Ahmad Belhoul Al Falasi, Minister of Sports, emphasized that organizing 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 true 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’ 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.”

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