Dubai: The Ministry of Sports convened the second 'Customer Councils' session of 2025, as part of its commitment to strengthening partnerships with private sector sports organisations and national federations.
According to Emirates News Agency, the session aligns with the 'We the UAE 2031' vision under the 'Forward Ecosystem' pillar, aiming to advance the goals of the Zero Bureaucracy programme by improving the quality of sports services provided to customers and streamlining sports licensing services.
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, along with various sports clubs, private sports centres, and sports federations.
The Ministry of Sports highlighted that the second Customer Councils of 2025 reflected the Ministry's aim to promote a customer-driven approach in service design. It prioritises enhancing the private sector's contributions to the advancement of sporting activities as part of the long-term growth and development of the sporting ecosystem.
The Ministry underscored efforts to streamline processes by eliminating redundant documentation and requirements, reducing the number of data fields needed to obtain services, and using state-of-the-art technologies in the Sportifai platform. The Ministry's goal is 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 stressed the importance of holding these councils regularly as they provide a 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 to the initiative and its efforts to strengthen the sporting ecosystem.
After the session, specialised work teams within the Ministry reviewed and analysed feedback and suggestions made by representatives of sports organisations to categorise these insights and identify 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 focused on shaping smart and integrated sports services.
