SOFTSWISS and Rubens Barrichello: driving strategic growth in Brazil

The alliance between SOFTSWISS and Rubens Barrichello strengthens the brand’s strategic presence in Brazil through authentic initiatives, social responsibility, and a focus on family legacy.

Brazil.- The alliance between SOFTSWISS and Rubens Barrichello, established in April 2024, was built upon shared ideals of excellence, strategic vision, and a commitment to long-term growth. One year into the partnership, it has yielded substantial outcomes, solidifying the brand’s strategic presence in Brazil with authenticity and deliberate intent.

Barrichello spearheaded initiatives that authentically connected SOFTSWISS with the public. A notable event was the Family Track Day in France, where Rubens, his family, and brand partners shared exhilarating experiences, encapsulating the partnership’s essence: excitement, closeness, and legacy.

Rubens expressed: “I am deeply grateful for the support and encouragement from my colleagues during this significant event! I am proud to be part of a company that values and supports external initiatives like this celebration.”

The partnership also demonstrated a commitment to social responsibility. In response to devastating floods in southern Brazil, Rubens actively participated in the Help Brazil campaign, organised by SOFTSWISS with support from the global igaming community, providing crucial financial and logistical assistance to affected areas.

“Having launched many charity initiatives with the Barrichello Family Institute, I am grateful that, together with SOFTSWISS, we also have the opportunity to help those who need our support now,” he stated.

Within SOFTSWISS, Rubens contributed to shaping the company’s culture and values. He inaugurated the Excellence Talks series, sharing insights on his career and the daily pursuit of excellence.

Family remains a central theme in the partnership. In 2024, Rubens’s son, Eduardo, began representing SOFTSWISS in the World Endurance Championship (WEC), symbolising shared values of legacy, growth, and long-term vision.

“Seeing my son represent SOFTSWISS in such an important competition like the WEC fills me with pride. It’s beautiful to see how this partnership also embraces the next generation,” Rubens shared emotionally.

The second year of the partnership commenced robustly. At SiGMA Americas 2025 in São Paulo, Rubens delivered a keynote titled “Success is Who You Race With,” offering insights on leadership, consistency, and the importance of aligning with shared values.

“To be a winner, you have to be consistent. You need to work hard every day and be alongside people who believe in the same principles,” he conveyed to an audience of industry leaders and fans.

Rubens’s selection as brand ambassador was not only strategic but also deeply aligned with SOFTSWISS’s identity. His dedication, teamwork, and family values resonate with a brand committed to cultural sensitivity and genuine engagement in Brazil.

“I was really happy when I met the SOFTSWISS team. They didn’t invite me just for PR—they genuinely wanted to hear my thoughts on what they were doing and whether I had any advice to share. I could see their interest in my Formula 1 stories, and I wasn’t expecting that. But after our meeting, they were so motivated—it was amazing to see. And I appreciate that I’m now working with SOFTSWISS, learning about a different culture and the business itself,” Rubens concluded.

This partnership serves as a benchmark in the igaming sector—authentic, value-driven, and consistently excellent—as it accelerates into the future.