F1 Partners with Social Media Star Amelia Dimoldenberg for New YouTube Series

Formula 1 is collaborating with social media sensation Amelia Dimoldenberg, known for her Chicken Shop Date series, on a new YouTube mini-series titled Passenger Princess. Dimoldenberg will learn to drive with F1 drivers as her instructors, aiming to earn her license.

Why it matters:

This partnership marks F1's latest effort to engage its expanding young fanbase by blending the sport's excitement with Dimoldenberg's unique comedic style. By leveraging a popular social media personality, F1 aims to broaden its appeal beyond traditional motorsport enthusiasts and introduce new audiences to the world of racing.

The Details:

• Series Concept: Passenger Princess will feature Amelia Dimoldenberg attempting to get her driving license with the help of "ultimate instructors" – Formula 1 drivers.
• Star Drivers: The series is set to star George Russell, Oscar Piastri, Oliver Bearman, and Carlos Sainz.
• Production: Dimoldenberg's own production company, Dimz Inc., will produce the series.
• Filming Location: The series was filmed during the 2025 Belgian Grand Prix weekend, utilizing one of F1's most iconic circuits.
• Platform: Passenger Princess will be hosted on Amelia Dimoldenberg's YouTube channel.
• Amelia's Background: Dimoldenberg founded Chicken Shop Date in 2014, where she interviews guests in a chicken shop. McLaren driver Lando Norris was previously a guest on her show.
• Artist's Statement: Dimoldenberg expressed her excitement to work with an "iconic and recognised brand as F1," emphasizing her dream to tell stories and her readiness to use her "well-established passenger – and interviewing – skills."

Between the lines:

F1's chief commercial officer, Emily Prazer, highlighted that this collaboration is part of Formula 1's strategy to connect with its rapidly growing demographic of young fans. Ian Holmes, F1's Chief Media Rights and Broadcasting Officer, underscored Dimoldenberg's "distinctive and entertaining voice" and "originality" as key factors for the partnership, seeing it as a way to "entice a new audience into the exciting world of racing."

What's next:

The release of Passenger Princess is anticipated to further expand F1's digital content footprint and potentially attract a significant number of viewers from Dimoldenberg's existing fanbase. If successful, this series could pave the way for more collaborations with prominent digital creators, continuing F1's push to diversify its audience engagement strategies.