Page 14 - MOS PR REPORT - JULY 2025

Press Release

Ministry of Sports organises second ‘Customer Councils’ session of 2025 to

strengthen operational efficiency within private sector sports institutions

UAE, Thursday, July 31, 2025- The Ministry of Sports convened the second ‘Customer Councils’ session of

2025, as part of its commitment to strengthening partnerships with private sector sports organisations and
national federations. In line with the ‘We the UAE 2031’ vision under the ‘Forward Ecosystem’ pillar, the

session sought to advance the goals of the Zero Bureaucracy programme by improving the quality of sports
services provided to customers, as well as streamlining sports licensing services.

Held at the Oxygen Gym in Dubai, the second edition of the council was attended by specialised teams

from the Ministry of Sports and over 30 representatives from the National Paralympic Committee, Dubai
Sports Council, Sharjah Sports Council, and Fujairah Municipality, and various sports clubs, private sports

centres and sports federations.

The Ministry of Sports emphasized that the second Customer Councils of 2025 reflected the Ministry’s
aim to promote a customer-driven approach in service design. As a vital part of the long-term growth and

development of the sporting ecosystem, we highly prioritise enhancing the private sector’s contributions
to the advancement of sporting activities. We believe that customers are best equipped to identify

challenges and present ideas that elevate services. In line with this, we are committed to holding ‘Customer
Councils’ as open and direct forums for creativity and innovation, placing the customer at the forefront of

development processes.

In an effort to streamline the process, the Ministry highlighted that the elimination of redundant
documentation and requirements, which reduces the number of data fields needed to obtain services, as

well as the use of state-of-the-art technologies in the Sportifai platform. It further reaffirmed that the
Ministry’s goal to deliver an integrated and smart experience that enhances customer satisfaction, elevates

performance efficiency, and strengthens institutional governance frameworks in the national sports sector.

Participants emphasised the significance of holding these councils on a regular basis, as they serve as an
ideal practical platform for exchanging experiences and ideas, accelerating service improvements,

encouraging innovation in the sports sector, and establishing an efficient and sustainable sports
environment. They also commended the Ministry’s commitment towards the initiative and its efforts to

strengthen the sporting ecosystem.