Now in its fifth year, the Dubai International Jazz Festival has just announced that Skywards will be the title sponsorship of the celebrated annual event. The region’s most popular jazz-fest will now officially be recognized as the Skywards Dubai International Jazz Festival.

“We are thrilled that Skywards has become the new title sponsor for the Dubai International Jazz Festival," said Anthony Younes Managing Director of Chillout Productions, the founders and organizers of the Dubai International Jazz Festival. "Our event showcases some of the best-known international artists and musical legends. We are very pleased to have one of the world’s best recognized loyalty programmes sponsor this prestigious annual event."

Skywards is taking over from electronics giant Philips, which had backed up and debuted the festival for the past four years. The initial contract for the Skywards Dubai International Jazz Festival sponsorship is for three years starting in 2007.

"We are delighted to support the success of the region’s preeminent jazz festival- the first of its kind for the Dubai and the region," said Brian Labelle, Vice-President, Skywards. "The Dubai Jazz Festival has done much to contribute to the growing arts and cultural scene in Dubai, and has contributed substantially to our profile as a truly international city and top-notch tourist destination. Skywards has prided itself on providing exclusive membership privileges as the award-winning frequent flier programme of Emirates and SriLankan. As title sponsors of the Dubai Jazz Festival, we look forward to extending exclusive live-music opportunities to jazz aficionados from across the region.”

Dubai Media City outdoor amphitheater will remain the home to the yearly jazz festival: a high-profile event that continues to attract major corporate sponsorships. The success of the event rests on a formula of both celebratory atmosphere and exceptional programming. One-of-its kind for the region, the three-day festival draws almost 25,000 visitors to two stages with over 12 performances featuring more than 120 international artists.

This year the Skywards Dubai International Jazz Festival runs from March 8th-10th. The event will additionally offer hospitality chalets, VIP lounges, relaxed beanbag seating and the friendly atmosphere, as well as the amenities of a food and beverage village and an arts and crafts bazaar.

About Skywards:

Skywards, the frequent flyer programme of Emirates and SriLankan, offers three tiers of membership - Blue, Silver and Gold - with each membership tier providing exclusive privileges.

Gold and Silver members are entitled to wait-list priority for all classes of travel, priority check-in and airport lounge access.

Members earn Skywards Miles, one Skywards Mile for every mile they fly on Emirates, Sri Lankan or partner airlines, or when they use the programme’s designated hotels, car rentals, financial, leisure and lifestyle partners.

Skywards Miles can be redeemed for an amazing range of rewards, including free tickets on Emirates or SriLankan and other Skywards partner airlines, flights upgrades, hotel accommodation, excursions, and exclusive shopping.

Skywards was launched in 2000. In just six years, worldwide membership of the award-winning loyalty programme, which is currently available in over 200 countries, has topped 2 million.

Skywards has consistently demonstrated success in award recognition. This year, the programme was named Best Loyalty Program by Middle East Traveller Magazine. Over the last three years, the programme has also secured top honours at the annual Freddies Awards, the ‘Oscars’ of customer loyalty programmes. This year, Skywards won a “Freddie” for Best Reward Promotion, Asia-Pacific. In previous years, Skywards has also received Freddies for Best Member Communications, Best Customer Service, Best Award Redemption, Best Web Site (twice) and has twice secured the coveted title of Programme of the Year.