Page 42 - MOS PR REPORT - JULY 2025

The Ministry of Sports emphasised 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.

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.

Following the session, specialised work teams within the Ministry reviewed and analysed the
feedback and suggestions made by representatives of sports organisations to categorise these
insights and pinpoint any possible gaps in service delivery.

The ‘Customer Councils’ session represents the Ministry’s proactive efforts to create a flexible,
intelligent and integrated sports service system that is transparent and simple to navigate. They are
governed in accordance with the authorised guidelines established by the ‘Emirates Programme for
Excellence in Government Services,’ in an open, innovation-driven environment that focuses on
shaping smart and integrated sports services.

https://www.wam.ae/en/article/bkyl4po-ministry-sports-organises-second-%E2%80%98customer