Title: Awareness of the Czech population about sporting events involving Emirates Airline Aims: The primary aim of this thesis is to find out the awareness of the Czech population about sporting events involving Emirates Airline. The secondary aim is to then evaluate the gathered information. Methods: The research question is answered through an experiment that entails distributing an online questionnaire to respondents as a form of quantitative method used in this dissertation. The compiled questionnaire was sent out to various groups of responders using the social network and email communication. The research lasted for three weeks in which the results were then processed by the computer technology in the MS Excel program. Results: The responses received by the Czech population show an awareness of sport events involving Emirates Airlines in Football, Tennis and Formula 1 racing. The results gathered show there is a greater interest in the Czech population to visit Formula 1 racing. On this basis, the Czech population would like Emirates Airlines to also sponsor winter sports, especially Ice Hockey and Running Races. The Czech Republic population would recommend Emirates Airline to sponsor Czech Ice Hockey or Football Team or Tennis. Respondents also recommended to sponsor some successful Czech...

Le développement de puissantes compagnies aériennes bénéficiant d’un soutien évident d’acteurs politiques qui ont (re)lancé leurs activités vient poser d’importants défis pour le secteur aérien international. De fait, de nombreuses entités politiques perçoivent le transport aérien comme un outil indispensable afin de promouvoir leurs intérêts et s’imposer davantage sur la scène internationale. Les cas des émirats de Dubaï, d’Abu Dhabi et du Qatar, ainsi que de la Turquie illustrent pleinement la façon dont des acteurs politiques utilisent le développement d’une compagnie aérienne localement basée en fonction d’objectifs qui leur sont propres. La croissance inédite d’Emirates Airline, Etihad Airways, Qatar Airways et Turkish Airlines vient toutefois bouleverser l’évolution de la connectivité aérienne mondiale, tandis que les nombreux acteurs de l’aérien peinent à s’accorder sur la mise en œuvre d’un cadre de portée internationale censé garantir l’existence d’une « concurrence loyale » entre les transporteurs, sur fond d’intérêts divergents. Le contrôle de la connectivité constitue en effet un instrument de soft power qui vient renforcer la position des acteurs qui l’utilisent, tout en créant des liens de/d’(inter)dépendance croissants. Les autorités politiques adoptent toutefois des approches différenciées afin de développer leur soft power, tandis que l’Union européenne s’avère être, pour l’heure, en retrait d’une telle dynamique. / The growth of strong airlines benefiting from a large support of political stakeholders who have (re)launched their activities is leading to important challenges for the international air transport sector. Numerous political entities perceive aviation as an essential tool to promote their interests and to gain more international recognition. The cases of the emirates of Dubai, Abu Dhabi and Qatar, but also Turkey are fully showing how political stakeholders use the development of a locally based airline according to their own goals. The large growth of Emirates Airline, Etihad Airways, Qatar Airways and Turkish Airlines is disrupting the air connectivity evolution at a worldwide scale, while numerous aviation stakeholders do not reach to agree on an international framework aiming to safeguard a “fair competition” between air carriers, in a context of differing interests. Thus, the control of air connectivity forms a soft power instrument strengthening the position of stakeholders who are using it while creating in the meantime growing (inter)dependence links. Political authorities adopt however differentiated approaches in order to expand their soft power, whereas the European Union is, for now, staying away of such a dynamic.