SOFTSWISS and Rubens Barrichello: A year of strategic brand evolution in Brazil

April 2024 witnessed the initiation of a partnership between SOFTSWISS and Rubens Barrichello, anchored in common values of excellence, dedication, and a profound respect for cultural nuances. In this article, the iGaming provider reflects how, over the past year, this collaboration has achieved noteworthy milestones, strengthening the brand’s position in Brazil through authentic and purposeful engagement.

Barrichello led initiatives that fostered authentic connections between SOFTSWISS and the public. Notably, the Family Track Day in France brought together Rubens, his family, and brand partners, reflecting the partnership’s core values: excitement, closeness, and legacy.

“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,” Rubens stated.

The collaboration extended its impact through social responsibility. In response to floods in southern Brazil, Rubens actively participated in the Help Brazil campaign, organised by SOFTSWISS with support from the global iGaming community, providing financial and logistical assistance to affected regions.

“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 affirmed.

Internally, Rubens contributed to SOFTSWISS’ corporate culture by participating in the Excellence Talks series, sharing insights on professional development and the pursuit of excellence.

Family remains integral to the partnership. In 2024, Rubens’s son, Eduardo, began representing SOFTSWISS in the World Endurance Championship (WEC), symbolising shared values of legacy and growth.

“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 expressed.

The partnership’s second year commenced with Rubens delivering a keynote at SiGMA Americas 2025 in São Paulo, titled “Success is Who You Race With,” focusing on leadership and shared principles.

“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.

Rubens’s selection as brand ambassador aligns with SOFTSWISS’s identity, emphasising dedication, teamwork, and family values, crucial for engaging with Brazil’s regulated iGaming market.

“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 alliance exemplifies a strategic approach to brand development within Brazil’s evolving iGaming regulatory landscape.