Page 32 - MOS PR REPORT - JULY 2025

8/4/25, 11:15 AM Ministry of Sports organises second ‘Customer Councils’ session of 2025
Ministry of Sports organises second ‘Customer

Councils’ session of 2025

To strengthen operational efficiency within private sector sports institutions

August 2, 2025

Ministry of Sports second Customer Councils session of 2025. Image Courtesy: UAE Ministry of Sports

One of the Ministry of Sports’ Key Initiatives to Advance Service Excellence and Collaboration. The
Ministry of Sports convened its second ‘Customer Councils’ session of 2025, reaffirming its
commitment to deeper collaboration with private sector sports organisations and national federations.

Aligned with the ‘We the UAE 2031’ vision under the ‘Forward Ecosystem’ pillar, the session
focused on driving progress in the Zero Bureaucracy programme by enhancing the quality of sports
services delivered to the public and streamlining the sports licensing process.

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

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