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Formula 1 has initiated an exciting collaboration with YouTube sensation Amelia Dimoldenberg to produce a fresh four-part series titled 'Passenger Princess.' This strategic move, developed with Dimoldenberg's own production company, Dimz Inc., seeks to captivate and broaden F1's appeal among a younger demographic, continuing the momentum generated by successful media ventures such as Netflix's 'Drive to Survive.'

F1 Launches Innovative YouTube Series with Amelia Dimoldenberg to Attract New Fans

In a bid to connect with a wider, youthful audience, Formula 1 has officially announced a new YouTube original series, 'Passenger Princess.' The show will star Amelia Dimoldenberg, renowned for her unique interview style seen in her viral series 'Chicken Shop Date,' where she previously hosted McLaren F1 driver Lando Norris. Dimoldenberg's distinct approach to interviewing, characterized by awkward yet engaging first-date scenarios, has garnered her a massive following of 3.23 million subscribers on YouTube.

The upcoming series will feature Dimoldenberg embarking on a journey to master driving, guided by some of the sport's most prominent figures. Mercedes' George Russell, McLaren's Oscar Piastri, Haas' Oliver Bearman, and Williams' Carlos Sainz are all slated to appear as her instructors. This innovative format aims to blend Dimoldenberg's comedic timing and interviewing prowess with the thrilling world of Formula 1, offering viewers an entertaining and educational experience.

Speaking about the collaboration, Dimoldenberg expressed her enthusiasm: “My aspiration has always been to share narratives and collaborate with exceptional individuals. I am incredibly proud to partner with a brand as iconic and recognized as F1 on this latest original series. While I may lack driving expertise, I am eager to leverage my well-honed passenger and interviewing capabilities.” Emily Prazer, F1's Chief Commercial Officer, highlighted the strategic importance of this partnership: “This venture with Dimz Inc. represents Formula 1’s ongoing commitment to engaging its rapidly expanding young fanbase. ‘Passenger Princess’ will merge Amelia’s sharp wit and charm with the inherent drama and excitement of Formula 1, set against the backdrop of one of the sport's most legendary circuits. We eagerly anticipate sharing this with our fans.”

Ian Holmes, F1's Chief Media Rights and Broadcasting Officer, further emphasized the initiative's goal: “Amelia possesses one of the most distinctive and captivating voices in contemporary culture. We greatly admire the caliber, originality, and global reach of her content. Therefore, we are delighted to place her in the driver's seat on a Formula 1 track and provide assistance from some of the talented drivers we know. This original series is another avenue through which F1 seeks to draw a new audience into the exhilarating realm of racing.”

The series was filmed during the 2025 Belgian Grand Prix weekend and is set to be released on Amelia Dimoldenberg's YouTube channel. This project follows the remarkable success of previous F1-related content, such as Netflix's 'Drive to Survive' and 'F1: The Movie,' both of which significantly boosted the championship's popularity, particularly in the United States and among younger audiences.

This initiative by Formula 1 demonstrates a forward-thinking approach to audience engagement. By collaborating with relevant digital creators like Amelia Dimoldenberg, F1 is not only broadening its reach beyond traditional viewership but also making the sport more accessible and relatable to a demographic that primarily consumes content online. This strategic move ensures the sport's continued growth and relevance in an ever-evolving media landscape, proving that innovation in content delivery is as crucial as on-track performance for long-term success.

In a recent public statement, Formula 1 driver Carlos Sainz voiced his disapproval of the sport's current broadcast approach, arguing that it disproportionately highlights celebrities and partners at the expense of live racing action. This sentiment was echoed by many fans and experts following the Singapore Grand Prix, where several key on-track incidents were reportedly overlooked in favor of off-track personalities. Formula 1's broadcasting arm, FOM, has since acknowledged the feedback, asserting its commitment to balancing race coverage with broader contextual elements.

Details of the Broadcast Controversy and F1's Response

During the recent Singapore Grand Prix, Spanish racer Carlos Sainz openly criticized the official Formula 1 broadcast, managed by FOM, for what he perceived as an undue focus on peripheral figures such as celebrities and the drivers' girlfriends. Sainz's comments were made during an interview on Cadena COPE's 'El Partidazo,' where he articulated the growing frustration among viewers and drivers alike. He pointed out that critical on-track battles, including his own overtaking maneuvers and Fernando Alonso's pursuit of Lewis Hamilton in the race's latter stages, were omitted from the broadcast. While acknowledging that featuring friends and family can add a human element to the coverage, Sainz stressed that the primary objective of a sports broadcast should remain the integrity and excitement of the competition itself. He believes that the production team crossed a line in Singapore, prioritizing entertainment over core racing moments.

In response to Sainz's and public complaints, an F1 spokesperson defended their broadcasting philosophy. The spokesperson indicated that their goal is to achieve a balance, providing fans with both essential race footage and "context moments" that showcase reactions from guests and the general atmosphere of the event. They emphasized that the broadcast team strives to cover the complex dynamics of multiple cars on the track while also offering broader insights into the Grand Prix environment, assuring continuous efforts toward excellence and improvement in their delivery.

This incident sparks an important conversation about the evolving nature of sports broadcasting. While it's understandable for Formula 1 to seek broader appeal by incorporating lifestyle and human-interest elements, the core audience, deeply invested in the sport's competitive aspect, expects comprehensive coverage of the racing itself. Striking the right balance is crucial; compromising the integrity of the race narrative for celebrity glimpses risks alienating dedicated fans. This feedback from a prominent driver like Sainz serves as a valuable reminder that the spectacle of speed and skill should always remain paramount in Formula 1's presentation.