Ministry of Sports organises second ‘Customer Councils’ session of 2025 to strengthen operational efficiency within private sector sports institutions

The competitions of the second phase of the second season of the UAE university games 2025—2026 have officially begun and will run till 12 February 2026, following the end of a first phase that featured strong competition and high technical standards.

UAE, Thursday, July 31, 2025: 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. In line with the ‘We the UAE 2031’ vision under the ‘Forward Ecosystem’ pillar, the session sought to advance the goals of the Zero Bureaucracy programme by improving the quality of sports services provided to customers, as well as streamline 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, and various sports clubs, private sports centres and sports federations.

emphasized 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. We believe that customers are best equipped to identify challenges and present ideas that elevate services. In line with this, we are committed to holding ‘Customer Councils’ as open and direct forums for creativity and innovation, placing the customer at the forefront of development processes.

The first phase saw the participation of 156 teams competing in 322 matches across three main sports, clearly reflecting the continued expansion of university sports in the United Arab Emirates.

During the first phase, which was held from 13 October 2027 to 27 November 2025, standout performances were delivered by teams from the University of Sharjah, American University in Dubai, American University in Sharjah, Rochester institute of Technology, and New York University Abu Dhabi, demonstrating their readiness for the upcoming stages of the championship.

In this context, H.E Sheikh Suhail Bin Butti Al Maktoum, assistant undersecretary for the sports development and competitiveness sector at the Ministry of Sprots and chairman of the UAE sports federation for School and University Education institutions, affirmed that the launch of the second phase of the University games championship for the 2025—2026 season builds upon a first phase that witnessed wide participation and advanced technical levels.

He noted that the intensity of matches and high competitive standards reflect the development of the university sports experience in the UAE, the growing positive engagement of universities with the championship, and increased awareness among students of the importance of sports.

His Excellency added: “We are proud of the technical and organizational standards demonstrated in the second season of the championship, and we trust in the abilities of our male and female students to deliver outstanding performances in the upcoming stages.

This reinforces the importance of the University games as a national platform for discovering and developing talent, promoting an active lifestyle, and building a sustainable sports base that serves the future of Emirati sports by supplying national teams with promising talents, in line with the National Sports Strategy 2031.”

The current season is organized according to an integrated multi stage system.

Following the first phase, a break was held from 28 November 2025 to 18 January 2026, after which competitions resumed in the second phase (current).

Another break will take place prior to the qualifying playoffs from 30 March to 19 April 2026, followed by the quarterfinal and semifinal matches from 20 to 30 April 2026.

The championship will conclude with the finals on 2 and 3 May 2026.

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.

The UAE University games is organized by the UAE Sports Federation for School and University Education Institutions and Abu Dhabi Entertainment (ADEC) in cooperation with the Ministry of Sports, and the support of Solutions+.

This comes as part of the ongoing efforts of the Ministry and its partners to develop young sporting talent, refine their skills, and strengthen sports culture within universities.

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.

The current season has witnessed unprecedented expansion compared to the first season.

The number of participating universities increased from 28 to 47, representing a 68% growth rate, with the participation of more than 2700 students, an increase of up to 50%.

Additionally, the number of matches rose from 380 to more than 700, marking a 133% growth in the scale and reach of the competitions.

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 season includes six championships for men and women across three main sports which are football, basketball, and volleyball, alongside the introduction of Obstacles Course Racing (OCR) for the first time, in cooperation with “Arabian Warrior”.

Competitions will be held in Abu Dhabi, Dubai, and Sharjah, with the finals hosted in Ras Al Khaimah.

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.