Formula 1 and comedian, red carpet host, and creator of Chicken Shop Date, Amelia Dimoldenberg, are set to launch a four-part YouTube original series called Passenger Princess,
where internet sensation Amelia learns to drive with the help of the ultimate instructors - Formula 1 drivers.
Formula 1 and comedian, red carpet host, and creator of Chicken Shop Date, Amelia
Dimoldenberg, are set to launch a four-part YouTube original series called Passenger Princess,
where internet sensation Amelia learns to drive with the help of the ultimate instructors -
Formula 1 drivers.
Produced in collaboration with Amelia’s production company, Dimz Inc., each episode will blend
Amelia’s signature humour with the fast-paced world of Formula 1. During the season, George
Russell, Oscar Piastri, Ollie Bearman and Carlos Sainz will act as her trusted guides to show her
the ropes, as she embarks on the pursuit of a driving licence.
Following the success of Drive to Survive and F1® The Movie, this is the latest example of
Formula 1’s original content strategy to deeply embed the sport in popular culture and reach new
fans outside of traditional race weekends. With over 820 million fans worldwide, of which 43%
are under 35 years old, and 42% is female up from 37% in 2018, the collaboration will bring the
drama and excitement of Formula 1 to Amelia’s avid fanbase of 3.15 million followers across all
social media channels, including Chicken Shop Date.
The partnership marks the continued expansion of Dimz Inc. in entertainment and branded
spaces, as Passenger Princess joins a slate of popular series including “Amelia's Cooking Show”
and “Who Cares?,” a socio-political vox-pop program, as well as various special Red-Carpet
reports, hosted by Amelia.
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, 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.”
The show was filmed at the FORMULA 1 MOËT & CHANDON BELGIAN GRAND PRIX 2025 and
will be hosted on Amelia’s YouTube channel. More details about each programme, including the
tasks Amelia will be set and the drivers tutoring her, will be shared ahead of each one being
released.
ENDS
About Formula 1®
Formula 1® racing began in 1950 and is the world’s most prestigious motor racing competition,
as well as the world’s most popular annual sporting series. Formula One World Championship
Limited is part of Formula 1® and holds the exclusive commercial rights to the FIA Formula One
World Championship™. Formula 1® is a subsidiary of Liberty Media Corporation (NASDAQ:
FWONA, FWONK, LLYVA, LLVYK) attributed to the Formula One Group tracking stock. The F1
logo, F1 FORMULA 1 logo, FORMULA 1, F1, FIA FORMULA ONE WORLD CHAMPIONSHIP,
GRAND PRIX, PADDOCK CLUB and related marks are trademarks of Formula One Licensing BV,
a Formula 1 company. All rights reserved.
About Dimz Inc.
Founded in 2018 by writer, host and producer Amelia Dimoldenberg, Dimz Inc. is a creative
studio and production company, specialising in original formats and branded entertainment.
With a particular focus on short-form episodic content, Dimz Inc.’s expertise covers creative
ideation, production and roll-out. Dimz Inc. works with partners across broadcast, publishing,
and digital to bring stories to life. From “Chicken Shop Date” to red carpet interviews and
beyond, Dimz Inc. is focused on creating engaging content, fuelled by a passion for pop culture.
Allergic to being generic in any way, Dimz Inc. is on a quest to shape the future of content
creation.
Notes to editors:
Formula 1 Press Office
E: f1media@f1.com
X: @f1media
