Rubens Barrichello Renews as Non-Executive Director

SOFTSWISS is betting on a winning formula again—renewing its partnership with motorsport icon Rubens Barrichello. As Non-Executive Director for Latin America, Barrichello’s influence extends beyond the racetrack into the heart of iGaming’s fastest-growing region. His charisma, credibility, and cultural connection continue to fuel SOFTSWISS’ mission to expand and deepen its LATAM presence. With 2025 already marked by strategic appearances and community initiatives, Barrichello’s next lap with SOFTSWISS is set to reshape the regional market.

Rubens Barrichello Races Ahead: SOFTSWISS Renews His Role to Accelerate Growth in Latin America

3 Key Points:

1. Barrichello will continue as SOFTSWISS’ Non-Executive Director for Latin America through 2025.
2. He acts as a brand ambassador, attending key events and connecting with local clients and communities.
3. His leadership supports business growth, cultural adaptation, and community initiatives in the region.

SOFTSWISS, the global iGaming software powerhouse, has announced the renewal of its high-profile partnership with Rubens Barrichello, confirming his continued role as Non-Executive Director for Latin America.

The collaboration, which initially began in April 2024, has proven to be a strategic asset in SOFTSWISS’ expansion across Latin America. With over 20 years of Formula One experience and a reputation built on performance, authenticity, and integrity, Barrichello brings a unique blend of personal credibility and cultural relevance to the brand.

As Non-Executive Director, Barrichello serves as a spokesman and strategic advisor, representing SOFTSWISS at industry events, conferences, and business meetings throughout the region. His presence has helped the company build deeper relationships with clients, regulators, and key stakeholders across Latin America — a market recognized for its immense potential in online gambling and emerging regulation.

One of the most notable milestones of the partnership was Barrichello’s appearance as a keynote speaker at SiGMA Americas 2025 in São Paulo, Brazil. There, he addressed both industry professionals and the broader public, speaking not just as a sports icon but as a passionate advocate for technology, innovation, and ethical gaming practices.

But the collaboration hasn’t been confined to the boardroom. In 2024, Barrichello and SOFTSWISS jointly supported humanitarian efforts in Rio Grande do Sul, providing relief to flood victims — an initiative deeply personal to Barrichello and emblematic of the brand’s commitment to local communities.

Looking ahead, the renewed agreement positions Barrichello to play an even more active role in market strategy, particularly around localization and cultural adaptation. Latin America is not a one-size-fits-all region. SOFTSWISS aims to tailor its services to the unique needs, languages, and preferences of each market — from Brazil and Colombia to Argentina and Peru.

Leadership Endorsements

Ivan Montik, Founder of SOFTSWISS, emphasized the value Barrichello brings to the team:

“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 echoed that sentiment in his statement:

“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.”

The renewal of Rubens Barrichello’s role as Non-Executive Director marks more than a PR move — it’s a calculated investment in trust, localization, and long-term brand resonance in Latin America. As SOFTSWISS continues to scale its global operations, Barrichello will be steering its presence in one of the most promising iGaming markets on the planet. With strategic leadership, community engagement, and cultural fluency on his side, the race toward regional dominance is well underway.