Page 59 - MOS PR REPORT - JUNE 2025

Ministry of Sports holds first 'Customer Councils' of 2025

WAM
25th June 2025, 20:02 GMT+11
ABU DHABI, 25th June, 2025 (WAM) -- The Ministry of Sports held its first of the "Customer
Councils" of 2025, under the Zero Bureaucracy Programme. This reflects the ministry's
commitment to improving government services and boosting operational efficiency across the
sports sector.

The session was attended by Dr. Ahmad Belhoul Al Falasi, Minister of Sports, and Ghanim Mubarak
El-Hajeri, Undersecretary of the Ministry of Sports, alongside more than 40 representatives of
national sports federations.

Dr. Al Falasi emphasised that organising 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' programme, thereby contributing to the
UAE Government's journey toward global leadership in delivering services that meet and exceed
customer expectations."

He added that the ministry launched the 'Sportifai' digital transformation platform, which primarily
aims to digitise 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, utilising 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."

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.

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 AI.

https://www.bignewsnetwork.com/news/278404161/ministry-of-sports-holds-first-customer-
councils-of-2025