Ministry of Sports Launches First Customer Council of 2025 Under Zero Bureaucracy Programme
The Ministry of Sports has launched its first “Customer Council” of 2025 as part of the broader Zero Bureaucracy Programme, reaffirming its commitment to improving government services and enhancing operational efficiency within the sports sector.
The session, held in Abu Dhabi, brought together Dr. Ahmad Belhoul Al Falasi (Minister of Sports), Ghanim Mubarak El-Hajeri (Undersecretary of the Ministry of Sports), and over 40 representatives of national sports federations to discuss pathways for elevating the customer experience and advancing administrative simplification.
During the event, Dr. Ahmad Belhoul Al Falasi stressed the importance of customer engagement in developing future sports services.
Dr. Ahmad Belhoul Al Falasi:
“At the Ministry of Sports, we operate according to a participatory approach based on innovation, integration, and flexibility. We believe that true development begins with the customer, who is best positioned to identify challenges and propose practical solutions based on their daily experience,” he stated.
He further underlined the vital role of Customer Councils as a tool for direct engagement, which help identify areas for improvement, adopt proposals that simplify procedures, and reduce administrative burdens. This approach, guided by the Zero Bureaucracy Programme, is a key part of the UAE’s drive for global leadership in delivering services that exceed customer expectations.
Additionally, the ministry launched the ‘Sportifai’ digital transformation platform, a new system designed to digitise processes, accelerate service delivery, and connect all sports entities through a unified ecosystem. The platform leverages artificial intelligence and precise data to foster seamless experiences and facilitate the integration of all sports stakeholders.
“Our aim is to offer a seamless, equitable, and flexible experience for all users, while enhancing service efficiency to support the future of Emirati sports,” noted Dr. Ahmad Belhoul Al Falasi.
The Customer Council is part of a suite of innovative government tools intended to enhance communication with stakeholders, enabling the open exchange of ideas and solutions, tackling challenges, and seeking development opportunities.
In the aftermath of the Council, teams within the Ministry have started to review proposals and feedback submitted by sports federation representatives. The ministry is now prioritising these suggestions for immediate implementation to achieve operational excellence and boost service quality.
These efforts are aligned with the broader mission to streamline administrative procedures, reduce documentation, and promote efficient, tech-enabled sports services powered by technology and AI.
By fostering such initiatives, the Ministry of Sports demonstrates its unwavering commitment to transparency and flexibility in service delivery, aligned with the goals of the “We the UAE 2031” vision—the strategic plan that aims to place the UAE among the world’s most efficient and leading governments.
Team V.4-EM-UAE
