As aviation relations between Israel and UK are getting warmer and more British carriers have started flying to Israel, a British Airways survey examined what in the British nation and culture attracts the Israelis the most. According to the survey that was conducted in February by Mutagim Israeli polling company among 500 Israelis over the age of 18, Israelis think of sports as the most significant part of British culture. Thirty-eight percent of Israelis think the British should be proud of their nation's contribution in this field. Thirty-six percent of the Israelis think the British ought to be proud of their contribution to the theater world and its heritage, while 34% are of the opinion that the British contribution to music is more significant. Thirty-one percent appreciate the British contribution to literature and the arts, 23% to the economy and 17% to science and technology. The survey further reveals that Israelis consider British products to be highly reliable, of good quality and in good taste. However, only 25% of respondents could name well-known British companies such as Marks and Spencer (36%), Rolls-Royce (18%) and Rover (17%). British Airways, the UK's flagship carrier, reached fourth place with 10% of respondents who mentioned this brand name as a product that is identified with Britain. Other brands that were mentioned were Jaguar, Boots (pharmacy chain), the Beatles, Next (clothing stores), and more. "Following the significant growth in the number of seats on flights between Israel and the UK, it was important for BA to figure out what the Israelis know and think about British products and brands. It was pleasing to find out that Israelis know BA and that they consider it as a reliable company and of a high standard," Yael Katan, Israel country manager at British Airways, said.