"Formula 1 has adapted to their new age of exponential growth in popularity over the past few years. With much of fan culture living in the social world of Instagram, TikTok, X, and Youtube, F1's content has pivoted in an exciting and refreshing way. For the past few seasons, we've watched numerous Formula 1 teams and drivers collaborate with influencers and celebrities, star in hilarious TikTok edits, start podcasts, and more to remain relevant and top of mind for new-age F1 fans."
"Amelia, known for her quick wit and dry humor, has amassed over 5.3 Million followers on her Chicken Shop Date channel where she goes on 'dates' with celebrities over a heaping serving of chicken. In addition, Amelia runs her own production company, Dimz Inc. that produces several other shows. She's no stranger to F1, either. Dimoldenberg's 'Date' with Lando Norris raked in over 4.4 Million views."
Formula 1 shifted its content strategy to capture rapid global growth and social-media-driven fandom. Fan culture centers on Instagram, TikTok, X, and YouTube, prompting teams and drivers to collaborate with influencers, create TikTok edits, start podcasts, and produce varied digital content to stay relevant with younger audiences. Formula 1 partnered with Amelia Dimoldenberg to produce Passenger Princess, a four-part video series featuring Oscar Piastri, Oliver Bearman, Carlos Sainz, and George Russell helping her pursue a driving license. Amelia has over 5.3 million followers, runs Dimz Inc., and previously earned 4.4 million views for a date with Lando Norris.
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