Page 47 - 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 - …
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.

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