F1 Drivers Team Up with 'Chicken Shop Date' Host Amelia Dimoldenberg for New Series

Formula 1 is set to launch a new series titled 'Passenger Princess,' featuring popular YouTuber and comedian Amelia Dimoldenberg alongside several F1 stars. The show, produced by Dimoldenberg's company Dimz Inc., will be released on her YouTube channel, aiming to attract a new, younger audience to the sport.

Why it matters:

This collaboration signifies F1's continued effort to expand its global reach beyond traditional motorsport fans, leveraging digital-native content creators. Following the success of 'Drive to Survive,' 'Passenger Princess' aims to blend entertainment with the high-octane world of F1, offering a fresh perspective that resonates with Amelia Dimoldenberg's substantial social media following of 3.15 million.

The Details:

• Host and Concept: Amelia Dimoldenberg, renowned for her 'Chicken Shop Date' series, will host 'Passenger Princess.' Despite not knowing how to drive, she will utilize her "well-established passenger - and interviewing - skills" to engage with F1 drivers.
• Featured Drivers: The series will showcase four prominent F1 drivers:
  • Championship leader Oscar Piastri
  • Singapore Grand Prix winner George Russell
  • Four-time race winner Carlos Sainz
  • Haas rookie Oliver Bearman
• Filming Location: Episodes were filmed during this year’s Belgian Grand Prix, adding an authentic F1 backdrop to the series.
• Production: 'Passenger Princess' is produced by Dimz Inc., Amelia Dimoldenberg's company, highlighting F1's strategy to partner directly with influential digital creators.
• F1's Goal: According to Emily Prazer, Chief Commercial Officer of Formula 1, this partnership is designed to "engage with its rapidly growing demographic of young fans." Ian Holmes, Chief Media Rights and Broadcasting Officer, added that the series is "another way for F1 to entice a new audience into the exciting world of racing."

What's next:

The release of 'Passenger Princess' on Amelia Dimoldenberg's YouTube channel is expected to significantly boost F1's visibility among Gen Z and millennial audiences. This initiative follows previous successful integrations of F1 personnel into her 'Chicken Shop Date' series, including Lando Norris and actor Damson Idris. If successful, this model could pave the way for more collaborations between F1 and digital content creators, further diversifying the sport's media strategy and fan engagement efforts.