This report investigates how Formula 1 fans choose which F1 team to support, employing a mixed-methods research approach. The study utilizes both primary data, gathered through questionnaires distributed via Survey Monkey, and secondary data from published articles, journals, and books. A non-probability sampling method, specifically purposive sampling, was used to select 270 participants from the UK who watch Formula 1. The data analysis involves thematic analysis with graphs and tables to interpret the results. The research adopts an inductive approach and interpretivism research philosophy to understand the behavior of customers and identify brand personalities that influence fan loyalty. The report concludes that the mixed research method provides valid conclusions and results, offering insights into the factors driving fan support in the Formula 1 industry. Desklib provides access to this and similar assignments to support students in their studies.