Ministry of Sports Advances Collaboration through Second Customer Councils Session of 2025
The Ministry of Sports convened its second ‘Customer Councils’ session of 2025 in Dubai as part of ongoing efforts to strengthen partnerships with private sector sports organisations and national federations. This initiative aligns seamlessly with the ‘We the UAE 2031’ vision, particularly under the ‘Forward Ecosystem’ pillar, and further advances the objectives of the Zero Bureaucracy programme.
The session, held at Oxygen Gym in Dubai, gathered specialised teams from the Ministry alongside over 30 representatives from organisations such as the National Paralympic Committee, Dubai Sports Council, Sharjah Sports Council, Fujairah Municipality, as well as numerous sports clubs, private sports centres, and various sports federations.
Emphasising a customer-driven approach to service design, the Ministry stated that such engagements are critical for the long-term growth and development of the sporting ecosystem in the UAE. The event particularly stressed the importance of enhancing the private sector’s contributions to national sports advancement.
To further support its mandate of service improvement, the Ministry highlighted a series of reforms, including the elimination of redundant documentation, a reduction in the number of required data fields for sports licensing, and the deployment of state-of-the-art technologies within the Sportifai platform. These steps are integral to providing an integrated and smart experience, improving customer satisfaction, elevating institutional performance, and reinforcing strong governance frameworks in the sector.
Representatives in attendance underscored the value of holding these sessions regularly, noting that they provide a practical platform for experience exchange, service innovation, and the creation of a sustainable sports environment. The Ministry’s commitment to nurturing an innovative and supportive sporting ecosystem was widely commended by participants.
In the aftermath of the session, the Ministry’s specialised work teams reviewed and analysed feedback and suggestions presented by sports organisation representatives, with the aim of categorising insights and identifying potential gaps in service delivery.
Ultimately, the ‘Customer Councils’ session represents the Ministry’s proactive drive towards establishing a flexible, intelligent, and integrated sports service system that upholds transparency, simplicity, and innovation. These efforts are governed by the principles of the ‘Emirates Programme for Excellence in Government Services’, fostering a forward-thinking environment dedicated to shaping smart and efficient sports services across the nation.
Team V.4-EM-UAE
