Formula 1 launches series with Amelia Dimoldenberg

Formula 1 has partnered with comedian and content creator Amelia Dimoldenberg to launch a new four-part original YouTube series, ‘Passenger Princess’.

The series will see Dimoldenberg, creator of Chicken Shop Date, learn to drive with guidance from Formula 1 drivers George Russell, Oscar Piastri, Ollie Bearman and Carlos Sainz. Produced in collaboration with Dimoldenberg’s production company, Dimz Inc., the show will be hosted on her YouTube channel.

The partnership is part of Formula 1’s content strategy to engage with new audiences, particularly its growing younger and female fanbase. According to F1, 43% of its 820m global fans are under 35, and its female fanbase has grown from 37% in 2018 to 42%.

Emily Prazer, Chief Commercial Officer of Formula 1, said, “This collaboration with Dimz Inc. marks the latest partnership from Formula 1 to engage with its rapidly growing demographic of young fans. Passenger Princess will combine Amelia’s wit and charm with the drama and excitement of Formula 1 at one of the sport’s most iconic circuits. We can’t wait for fans to see it.”

Ian Holmes, Chief Media Rights and Broadcasting Officer of Formula 1, said, “Amelia has one of the most distinctive and entertaining voices in culture today and we love the quality, originality, and global content she produces, so we’re thrilled to be putting her in the driving seat on a Formula 1 track and offering some help from a few good drivers we know! This original series is another way for F1 to entice a new audience into the exciting world of racing.”

Amelia Dimoldenberg, said, “My dream has always been to tell stories and work with great collaborators, so I’m proud to be working with such an iconic and recognised brand as F1 on this latest original series. Although I don’t know how to drive. I’m excited to put my well-established passenger – and interviewing – skills to good use.”