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Emirates Skywards, the renowned loyalty program of Emirates and flydubai, has expanded its already impressive Skywards Exclusives platform, offering members a new way to immerse themselves in unforgettable live experiences. In its latest move, the program now includes premium hospitality access to events at Dubai’s Coca-Cola Arena, the city’s largest multipurpose indoor venue. This enhancement is part of Emirates’ broader vision to continually reward member loyalty with unparalleled value and access to the world’s most exciting entertainment and sporting spectacles.
A New Era of Loyalty-Driven Entertainment Access
Starting today, Skywards members can use their accumulated Miles to bid on or directly redeem exclusive hospitality tickets for an array of upcoming events at Coca-Cola Arena. Whether it’s a chart-topping international music act, a blockbuster comedy performance, an adrenaline-pumping sports tournament, or an evening with Bollywood and Arabic superstars, Skywards Exclusives makes it easier than ever for members to enjoy premium access.
Each redemption includes two hospitality tickets with access to premium seating and breathtaking panoramic views of the stage, delivering a luxury event experience from start to finish. Starting at just 5,000 Miles, this new opportunity aligns with Emirates’ continued focus on offering its global member base more personalized, lifestyle-driven reward options.
Dr. Nejib Ben Khedher, Divisional Senior Vice President Emirates Skywards, said: “Skywards Exclusives continues to be a very popular offering, and we’re thrilled to expand our portfolio to include hospitality tickets at Coca Cola Arena. Members can now redeem Miles and enjoy watching unforgettable experiences across comedy, sports, and all the excitement you’d expect at a premier entertainment venue. We look forward to this exciting partnership and to offering our members worldwide – whether residents of Dubai or visitors to the vibrant city – the best loyalty experiences on-ground.”
Live the Best Moments with Skywards Exclusives
With Skywards Exclusives, the Emirates Skywards program isn’t just about flying—it’s about living. From courtside seats at tennis tournaments to front-row access at global football clashes, and now iconic concerts at Coca-Cola Arena, the loyalty initiative reflects a growing shift towards experiential rewards that create lasting memories. The campaign’s ethos, “Live the Best Moments,” underscores this philosophy, inviting members to make the most of every Mile earned.
This latest partnership with Coca-Cola Arena not only enhances the value of membership but also deepens Emirates’ investment in curating lifestyle-driven experiences for travelers, locals, and culture lovers alike.
Mark Jan Kar, SVP, Entertainment & Content Development, MENA, ASM Global & General Manager of Coca-Cola Arena, said: We are pleased to welcome Emirates Skywards as the Official Airline Rewards Partner of Coca-Cola Arena. As a world-class venue in the heart of Dubai, this partnership unites two iconic brands with a shared passion for excellence. Together, we’re committed to offering both residents and visitors the very best in hospitality and live entertainment, from concerts and sports to comedy and family shows. With the added value of Emirates Skywards, fans can look forward to even more rewarding and elevated moments at the Arena with unbeatable live entertainment.
A Loyalty Program That Continues to Set Global Standards
With a growing community of over thirty-five million members across more than 180 countries, Emirates Skywards has set itself apart in the global airline loyalty landscape. The program’s strategic use of the airline’s rich sponsorship portfolio allows it to continually evolve, introducing new reward categories that appeal to lifestyle-focused members seeking more than just discounted flights.
This commitment has not gone unnoticed. Emirates Skywards recently clinched the title of Best Global Airline Loyalty Program at the International Loyalty Awards 2025. Additionally, it earned Platinum: Global Loyalty Programme and Silver: Customer Experience Strategy honors at the Loyalty 360 Awards, as well as the accolade of World’s Leading Airline – Rewards Programme at the World Travel Awards 2024. These awards celebrate Emirates Skywards’ unmatched ability to combine brand partnerships with innovation, allowing members to both “earn better” and “spend better.”
Expanding Horizons Beyond Traditional Travel Rewards
The addition of Coca-Cola Arena experiences marks another milestone in Skywards’ effort to provide value across a broader lifestyle ecosystem. By tapping into Dubai’s thriving entertainment scene and leveraging the popularity of live performances and global sporting events, Emirates is meeting the expectations of modern travelers who want more flexible, meaningful ways to redeem loyalty currency.
This strategic shift is not just about diversifying rewards but about enhancing the emotional resonance of the Skywards brand. Loyalty points become more than just numbers—they transform into unforgettable nights, shared moments, and stories worth telling.
What’s Next for Skywards Members
With this expansion, Emirates Skywards continues to blur the lines between travel and lifestyle, reinforcing its position as one of the most innovative loyalty programs globally. Members should keep a close watch on the Skywards Exclusives portal for upcoming events and experiences available at Coca-Cola Arena, from mega concerts to championship matches.
In a world where consumer loyalty is hard-won and easily lost, Emirates Skywards proves once again that going beyond the expected is the real key to member satisfaction.
Skywards Exclusives is more than a reward platform—it’s a celebration of lifestyle, culture, and loyalty. By adding Coca-Cola Arena to its growing list of experiential offerings, Emirates Skywards invites members to embrace a richer, more immersive way to redeem their Miles. Whether you’re a music aficionado, sports enthusiast, or cultural connoisseur, the best seats in the house are now just a few Miles away.
Source: https://www.travelandtourworld.com/news/article/emirates-skywards-partners-with-coca-cola-arena-to-expand-lifestyle-rewards-with-exclusive-hospitality-access-to-dubais-biggest-events/