SOFTSWISS extends strategic partnership with F1 legend Rubens Barrichello

iGaming software provider SOFTSWISS has announced the extension of its strategic collaboration with legendary Formula One driver Rubens Barrichello, who will continue in his role as Non-Executive Director in Latin America.

This renewed agreement builds on a successful first year of collaboration, which has become a cornerstone of SOFTSWISS’ positioning across Latin America and beyond based on shared values of partnership and cultural connection, according to the company.

Since April 2024, Barrichello has served as a voice for SOFTSWISS at key industry and business events, both across Latin America and internationally. "His role has gone far beyond traditional brand endorsement, encompassing leadership visibility, market engagement, and relationship-building with clients and communities," noted the company.

Over the past year, Barrichello has played a pivotal role in reinforcing SOFTSWISS’s growth. As part of the collaboration, he has hosted high-level partner engagements that combine cultural relevance with exclusive experiences.

His voice was also central to the company’s response to the devastating floods in Rio Grande do Sul. Through the Help Brazil initiative, Barrichello assisted in amplifying calls for support and raising awareness around the urgent need for action.

"What began as an emergency relief effort evolved into a commitment to clean water access – a deeply personal initiative for him and SOFTSWISS, grounded in empathy and solidarity with affected communities," a press release notes.

In addition, Barrichello participated as a speaker at the SOFTSWISS Excellence Talks series, where he shared his unique expertise with the company’s global team. 

Ivan Montik, Founder of SOFTSWISS, said: "Rubens brings an unmatched level of authenticity, integrity, and passion to everything he does. Over time, he has become a true friend. His presence within our team has helped us connect with Latin American partners, clients, and audiences on a deeper level – not only as a brand but as a long-term, responsible partner in the region."

Rubens Barrichello, Non-Executive Director in Latin America at SOFTSWISS, added: "I’m proud to continue this journey with SOFTSWISS. Our first year together has shown how shared values can translate into meaningful impact for business, regional markets, and local communities. I look forward to helping take this partnership even further."

As part of the renewed collaboration, Barrichello will continue supporting SOFTSWISS in strategic market growth, high-level representation, and cultural localization. His most recent appearance was a keynote speech during the opening day of SiGMA Americas 2025 in São Paulo.