Similar to hotel and credit card companies, airlines are increasingly using sponsorship to access unique, one-of-a-kind experiences for customer loyalty programs.

Below, three examples of how airlines are leveraging sponsorship to promote and access perks for the programs.

United Airlines/PGA Tour
United uses the PGA Tour to reward business travelers with access to special viewing sections at golf tournaments, discounts within the TPC Network and other inside-the-ropes experiences. Members can use MileagePlus points to purchase the experiences.

“We provide unique experiences, which is something our customers can’t get from other airlines,” said Mark Krolick, United Airlines managing director of marketing and product development.

United in February extended the four-year-old partnership with a new six-year contract.

Delta Air Lines/Chelsea Football Club
Delta activates Chelsea FC by offering SkyMiles members early access to home matches and VIP packages, discounts on food, drink and merchandise and access to the Delta 360° Lounge at Stamford Bridge.

Delta Air Lines/AEG
Delta leverages Seattle’s Showbox Market and Showbox SODO by giving SkyMiles members the opportunity to skip the line by showing their membership card or account number on the Delta app at the Sky Priority Take Off Lane.

SkyMiles members also receive exclusive presale opportunities for select AEG shows in the Pacific Northwest.