Page 62 - MOS PR REPORT - JUNE 2025

6/26/25, 9:20 AM Ministry Of Sports Holds First Customer Councils Of 2025 - UrduPoint
"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.

The move reflects the ministry's dedication to commitment to enhancing transparency and flexibility in
service delivery, in line with the objectives of "We the UAE 2031" vision, which aims to position
the UAE as one of the world’s most efficient and leading governments.

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