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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’ expectations | …

Ministry of Sports holds its first of the ‘Customer Councils’ of 2025

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Ministry Of Sports Holds Its First Of The ‘Customer Councils’ Of 2025 To Enhance

Sports Services In Line With Customers’ Expectations

By Editor_wr Last updated Jun 25, 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.

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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