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8/4/25, 11:15 AM UAE Sports Ministry Hosts Second Customer Council — One Ville News
The initiative, held under the umbrella of the national ‘We the UAE 2031’
vision and its ‘Forward Ecosystem’ pillar, reflects the Ministry’s ongoing
commitment to boosting the quality and efficiency of sports services—
particularly in the private sector. It also aligns with the federal Zero
Bureaucracy programme, aiming to streamline service delivery and
enhance customer satisfaction across the board.

(Image Credit: Supplied)

Ministry officials highlighted the importance of adopting a customer-
centric model in the development of sports services. “Customers are the
best source of insight when it comes to identifying service challenges and
presenting innovative ideas. These councils serve as open forums for
creativity, where feedback directly shapes future strategies,” a
spokesperson from the Ministry said.

During the session, participants discussed ways to improve licensing
procedures, reduce redundant paperwork, and use digital platforms
like Sportifai to simplify service access. The Ministry reaffirmed its goal
of creating an integrated and intelligent service experience—one that
improves governance and operational performance across the national
sports sector.

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