Page 53 - 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’ 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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