emirates7 - The Ministry of Sports recently held the first “Customer Councils” meeting of 2025 as part of the Zero Bureaucracy Programme, demonstrating its dedication to enhancing government services and increasing operational efficiency within the sports sector.
The session was attended by Dr. Ahmad Belhoul Al Falasi, Minister of Sports, Ghanim Mubarak El-Hajeri, Undersecretary of the Ministry, and over 40 representatives from various national sports federations.
Dr. Al Falasi highlighted that launching the first Customer Council this year underscores the ministry’s commitment to involving customers in the continuous improvement of sports services.
He stated, “At the Ministry of Sports, we follow a participatory approach centered on innovation, integration, and flexibility. We believe genuine progress starts with the customer, who is best equipped to pinpoint challenges and offer practical solutions drawn from their everyday experiences.
“In this framework, Customer Councils act as an essential platform for direct engagement, identifying improvement areas, and adopting suggestions that streamline procedures and ease administrative burdens, aligned with the 'Zero Bureaucracy' initiative. This contributes to the UAE Government’s goal of global excellence in delivering services that meet and exceed customer expectations.”
He also noted the launch of the 'Sportifai' digital transformation platform, designed to digitize processes and speed up service delivery. This platform connects all sports entities in the country within a unified ecosystem, leveraging the latest AI technologies and precise data.
By combining direct stakeholder engagement with digital innovation, the ministry aims to provide a smooth, fair, and adaptable experience for all users while boosting service efficiency to support the future growth of sports in the UAE.
The Customer Councils are one of several innovative government initiatives aimed at improving communication with stakeholders, creating an open and inclusive space to exchange ideas, tackle challenges, and explore development opportunities.
After the Council meeting, specialized teams within the ministry responsible for service development and reducing bureaucracy began evaluating the proposals and feedback from federation representatives. These inputs are being prioritized for implementation to promote operational excellence and elevate service quality across the board.
These Councils form part of broader efforts by the Ministry to improve user experiences, simplify administrative processes, cut down on paperwork, and expand access to efficient, technology-driven sports services powered by AI.
This initiative reflects the ministry’s strong commitment to enhancing transparency and flexibility in service delivery, in line with the "We the UAE 2031" vision, which aims to establish the UAE as one of the world’s most efficient and advanced governments.
The session was attended by Dr. Ahmad Belhoul Al Falasi, Minister of Sports, Ghanim Mubarak El-Hajeri, Undersecretary of the Ministry, and over 40 representatives from various national sports federations.
Dr. Al Falasi highlighted that launching the first Customer Council this year underscores the ministry’s commitment to involving customers in the continuous improvement of sports services.
He stated, “At the Ministry of Sports, we follow a participatory approach centered on innovation, integration, and flexibility. We believe genuine progress starts with the customer, who is best equipped to pinpoint challenges and offer practical solutions drawn from their everyday experiences.
“In this framework, Customer Councils act as an essential platform for direct engagement, identifying improvement areas, and adopting suggestions that streamline procedures and ease administrative burdens, aligned with the 'Zero Bureaucracy' initiative. This contributes to the UAE Government’s goal of global excellence in delivering services that meet and exceed customer expectations.”
He also noted the launch of the 'Sportifai' digital transformation platform, designed to digitize processes and speed up service delivery. This platform connects all sports entities in the country within a unified ecosystem, leveraging the latest AI technologies and precise data.
By combining direct stakeholder engagement with digital innovation, the ministry aims to provide a smooth, fair, and adaptable experience for all users while boosting service efficiency to support the future growth of sports in the UAE.
The Customer Councils are one of several innovative government initiatives aimed at improving communication with stakeholders, creating an open and inclusive space to exchange ideas, tackle challenges, and explore development opportunities.
After the Council meeting, specialized teams within the ministry responsible for service development and reducing bureaucracy began evaluating the proposals and feedback from federation representatives. These inputs are being prioritized for implementation to promote operational excellence and elevate service quality across the board.
These Councils form part of broader efforts by the Ministry to improve user experiences, simplify administrative processes, cut down on paperwork, and expand access to efficient, technology-driven sports services powered by AI.
This initiative reflects the ministry’s strong commitment to enhancing transparency and flexibility in service delivery, in line with the "We the UAE 2031" vision, which aims to establish the UAE as one of the world’s most efficient and advanced governments.