In April 2024, SOFTSWISS and Rubens Barrichello began a collaboration rooted in shared values such as excellence, dedication, competitive spirit and a strong emphasis on family. Twelve months later, this alliance has produced significant achievements, reinforcing the brand’s presence in Brazil with authenticity and purpose.
Over the past year, Barrichello has led initiatives that have authentically connected SOFTSWISS with the public. A standout event was the Family Track Day, where Rubens, his family and brand partners shared emotional moments, encapsulating the essence of the partnership: excitement, closeness and legacy.
Runens said, “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.”
Solidarity actions in southern Brazil
The alliance has also shown solidarity in difficult times. After the devastating floods in southern Brazil, Rubens actively participated in the Help Brazil campaign, organized by SOFTSWISS with the support of the global iGaming community. The initiative managed to raise funds and provide logistical support to the affected communities.
“Having launched many charitable 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 right now,” said the driver.
Within SOFTSWISS, Rubens has contributed to shaping the company’s culture and values. He opened the SOFTSWISS Excellence Talks series as its first guest, sharing insights into his career and the pursuit of daily excellence.
Family remains central to Barrichello’s life and partnership. In 2024, his son Eduardo began representing SOFTSWISS in the World Endurance Championship (WEC), symbolising shared values of legacy, growth and long-term vision.
“Seeing my son representing SOFTSWISS in such an important competition as the WEC fills me with pride. It’s beautiful to see how this partnership also embraces the next generation,” Rubens shared emotionally.
SOFTSWISS and Rubens Barrichello participate in BiS SiGMA Americas 2025
Year two got off to a strong start. At BiS SiGMA Americas 2025 in São Paulo, Rubens delivered a keynote address titled “Success is Who You Run With,” offering insights on leadership, consistency, and alignment with shared values.
“To be a winner, you have to be consistent. You have to work hard every day and be around people who believe in the same principles,” he conveyed to an audience of industry leaders and fans.
From the beginning, Rubens was chosen not only for his fame, but for his alignment with the SOFTSWISS identity. His dedication, teamwork and family values resonate with a brand committed to cultural sensitivity and genuine engagement in Brazil.
“I was so happy when I met the team at SOFTSWISS. They didn’t just invite me for PR – they genuinely wanted to hear my thoughts on what they were doing and if 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’m grateful that I’m now working with SOFTSWISS, learning about a different culture and the business itself,” Rubens concluded.
This partnership sets a benchmark in the iGaming industry – authentic, values-driven and consistently excellent – as it accelerates into the future.
