Emirates' "Almost Forever Platinum" auction hits the jackpot: over 2 million euros raised for children

When we had reported in December on TFC. Emirates' (genius) idea - auctioning off seven special issues of the Emirates Skywards program with Platinum status up to 20 years - it was clear that this was not the usual marketing operation. Now the result is in: the initiative by Emirates Airline Foundation together with Emirates Auction has raised 8.8 million dirhams (about 2.2 million) to support projects for disadvantaged children around the world.

Record numbers (and not just saying)

The auction was held December 17, 2025 to January 17, 2026 and attracted over 900 offers by participants in 131 Countries. The figure that makes you realize how much Platinum status really "weighs"? The highest single bid came in at 1.6 million dirhams (about 365 thousand euros).

The most curious part is that we are not talking about a single super-bidder:

• 2 bidders were awarded Platinum membership for 20 years
• 5 bidders have won Platinum for 15 years

Countries of leading bidders include the United Arab Emirates, the United Kingdom, India, the United States, Pakistan, France, Germany, Egypt and Thailand, among others.

Where the money will go

The statement confirms that the 100% of the proceeds will be allocated to new initiatives and expansion of the Foundation's already active projects, which work with 14 NGOs in 9 countries. Among the areas mentioned are India, the Philippines, Brazil, Kenya, South Africa, and Zimbabwe (and other countries).

The most important point, "continuity" side: given the success, the auction is designed to become annual, creating a recurring flow of funds for humanitarian projects.

Emirates chairman Tim Clark hit the nail on the head: here loyalty and generosity met in a credible way-a prize of "real value" for the giver, and concrete impact for those who benefit.

• skywards