Page 51 - MOS PR REPORT - JUNE 2025

6/26/25, 9:17 AM Ministry Of Sports Holds Its First Of The 'Customer Councils' Of 2025 To Enhance Sports Services In Line With Customers' Expecta…
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.”

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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