Amelia Dimoldenberg Returns to the F1 Passenger Seat
Formula 1 has confirmed the return of its digital-first content series, Passenger Princess, featuring host Amelia Dimoldenberg for a second season.
A New Curriculum Behind the Wheel
Produced by Dimz Inc. in partnership with Formula 1, the series follows Dimoldenberg as she attempts to navigate the world of professional racing while interviewing drivers.
The format maintains the established premise of in-car conversations, with the added narrative arc of drivers attempting to teach Dimoldenberg how to drive.
Formula 1’s Digital-First Strategy
The renewal underscores Formula 1’s commitment to digital-first media. By producing content specifically for platforms like YouTube, the sport aims to reach younger demographics and expand its global audience, which currently exceeds 830 million fans.
Emily Prazer, Chief Commercial Officer of Formula 1, noted that the series showcases driver personalities outside of the high-pressure environment of race broadcasts. “Amelia has a remarkable ability to connect with audiences through humour, authenticity and creativity,” Prazer said. “This series is a brilliant way to engage both existing fans and new audiences.”
Leveraging the Creator Economy
This shift toward creator-led content reflects broader trends in sports media, where rights holders invest in social-first formats to maintain engagement between race weekends. By collaborating with established creators like Dimoldenberg, Formula 1 leverages existing digital communities to supplement its traditional broadcast coverage.
For the participants, the series offers a departure from standard sports journalism. “Against all odds, they’ve let me ‘drive’ for another season,” Dimoldenberg said. “I’m thrilled to be back in the passenger seat with six new drivers and even more opportunities to demonstrate why I still can’t be trusted behind the wheel.”
Season Two Quick Facts
- Format: Six-part weekly series.
- Platform: Amelia Dimoldenberg’s official YouTube channel.
- Confirmed Drivers: Charles Leclerc, Franco Colapinto, Valtteri Bottas, Gabriel Bortoleto, Kimi Antonelli, and Alex Albon.
- Production: A collaboration between Dimz Inc. and Formula 1.
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