Formula 1 Collaborates with YouTube Star Amelia Dimoldenberg for New Series "Passenger Princess"

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.