Page 21 - MOS PR REPORT - JULY 2025

Press Release

process, but also about designing an integrated and comfortable journey that meets customers’
needs and aspirations, while delivering real benefit.”

He further stated: “This transformation needs to happen by analysing real-life user journeys,

listening to user feedback and determining how to best leverage the Ministry’s sports services
with ease. Hence, we have organised the Lab to transform day-to-day challenges faced by

private-sector sports entities into opportunities, which can enhance the performance and quality
of sports licensing services, in line with government directives, while supporting the broader

sports investment ecosystem.”

The event featured interactive one-hour sessions with representatives from across five

private-sector sports organisations. Each session showcased the complete licensing application
journey, identifying potential improvements from the customers’ perspective. In addition,

solutions were proposed to streamline procedures, reduce steps and processing time of services,
and enhance administrative integration, reinforcing sports governance excellence in the UAE.

The Ministry of Sports is committed to implement exceptional initiatives across its work teams,
with an aim of improving service standards and customer satisfaction. Aligning with this, the

entity strives to design government sports services that are transparent and user-friendly,

further supporting the growth of the private sports sector, which is an integral facet of the
UAE’s comprehensive development ecosystem.

-Ends-

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