Formula 1 has announced a brand-new collaboration with popular YouTuber and presenter Amelia Dimoldenberg, launching an entertaining series titled “Passenger Princess.” The project continues Liberty Media’s ongoing mission to attract a younger and more diverse audience to the sport, blending humor, pop culture, and the star power of Formula 1 drivers.
The new show, which will be available on Amelia Dimoldenberg’s YouTube channel, perfectly reflects F1’s modern marketing strategy aimed at broadening its reach beyond traditional fans. While the name “Passenger Princess” might sound unconventional to purists, the concept aligns with the sport’s efforts to connect with Gen Z viewers through fresh and engaging content. Among the guests confirmed for the show are Oscar Piastri, Carlos Sainz, George Russell, and Ferrari junior Oliver Bearman.
Details about the new series
In “Passenger Princess,” several Formula 1 drivers take on a humorous and unexpected role — that of driving instructors for Amelia Dimoldenberg. The episodes were filmed during the 2025 Belgian Grand Prix and were produced in collaboration with Dimz Inc. The series will consist of four episodes, with more details about each installment to be revealed in the coming weeks.
Amelia Dimoldenberg expressed her excitement about the collaboration, saying: “My dream has always been to tell stories and work with amazing collaborators, so I’m really proud to be teaming up with such an iconic and globally recognized brand like Formula 1 for this new original series. Even though I can’t drive, I can’t wait to put my strong passenger and interviewing skills to good use.” Known for her witty interview style in Chicken Shop Date, Dimoldenberg brings her trademark humor and offbeat charm into the world of motorsport for the first time.
The goal behind the partnership
Emily Prazer, Formula 1’s Chief Commercial Officer, explained the purpose behind the project: “This collaboration with Dimz Inc. marks Formula 1’s latest partnership to engage its rapidly growing audience of younger fans. Passenger Princess will combine Amelia’s wit and charisma with the drama and excitement of Formula 1, all set on one of the sport’s most iconic circuits. We can’t wait for fans to see it.”
Ian Holmes, Formula 1’s Director of Media Rights and Content Creation, also praised the collaboration: “Amelia has one of the most distinctive and entertaining voices in today’s culture. We love the creativity, originality, and global appeal of her content, so we’re thrilled to put her behind the wheel on a Formula 1 track — with the help of some very talented drivers we happen to know.”
Through projects like Passenger Princess, Formula 1 continues to evolve its content strategy by merging the sport’s thrilling action with lifestyle entertainment, humor, and accessibility. The collaboration underscores the sport’s growing commitment to creative partnerships that expand its global presence and connect with younger audiences who experience F1 beyond the racetrack.
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