Formula 1 Expands Pop Culture Strategy with Amelia Dimoldenberg Collaboration

Formula 1 is continuing its mission to connect with new audiences through creative content with a new YouTube Original series featuring internet sensation Amelia Dimoldenberg. The four-part show, Passenger Princess, will feature the Chicken Shop Date star as she attempts to earn her driver's license. She is joined by some of the grid's biggest names, including George Russell, Carlos Sainz, Oscar Piastri, and Oliver Bearman. Produced alongside Dimoldenberg’s production company, Dimz Inc., the series combines her deadpan humor with the adrenaline-filled world of motorsport. It premieres on Amelia's YouTube channel on October 15th. 

The show that put Dimoldenberg on the map, Chicken Shop Date, has become a cultural staple with millions of fans worldwide. It is an awkwardly funny interview series where she chats with global celebrities in London fried chicken shops. The show has attracted a wide range of guests from pop stars like Sabrina Carpenter to acting legends like Idris Elba. Her ability to draw unexpected answers from high-profile guests has made her one of the most distinctive interviewers online, with over three million followers across all platforms.

This is not Dimoldenberg's first collaboration with the F1 community. In 2024, McLaren driver Lando Norris appeared on Chicken Shop Date in an episode that quickly went viral. For Norris, it offered a chance to showcase his personality beyond the cockpit, expanding his fanbase to audiences who may never have watched a race. Furthermore, it showed Formula 1 how effective collaborations with mainstream internet personalities could be.

In recent years, Formula 1 has invested heavily in content that stretches beyond the traditional race weekend broadcast. The organization's modern content strategy began with Netflix’s Drive to Survive, which redefined how the sport tells stories, attracted a new wave of fans, and caused the sport to explode with popularity. Building on that success, Formula 1 has continued to create large-scale entertainment projects. Earlier this year, F1: The Movie was released in theaters, starring Brad Pitt. The theatrical release gave F1 a mainstream moment, generating buzz outside the typical motorsports media echo chamber. 

Passenger Princess shows Formula 1’s commitment to evolving into more than just a sporting property, but becoming a cultural brand. By leaning into humor, internet personalities, and crossover projects, F1 will continue to expand its fanbase. Furthermore, it ensures that even those unfamiliar with racing have a way into the community. F1’s Chief Media Rights Officer, Ian Holmes, said that they are thrilled to have Amelia in the driver's seat and that “This original series is another way for F1 to entice a new audience into the exciting world of racing.”