How do you reflect on the past 12 months of working with Rubens Barrichello?
Ivan Montik: In April 2024, we announced a strategic step – hiring Rubens Barrichello as Non-Executive Director in Latin America. His name goes beyond motorsport and resonates deeply with the Brazilian public. One year later, this alliance has become a multidimensional relationship. It has evolved into a purposeful professional journey, blending visibility, credibility and social impact both in Brazil and abroad.
Over the past 12 months, Rubens has played a key role in strengthening Softswiss’ connection with the Brazilian audience. Since the F1 legend joined the team, more than 35 new Brazilian partner brands have joined the Softswiss portfolio.
Tell us about your charity initiatives with Rubens?
IM: This connection was evident in powerful moments of solidarity. Following the devastating floods in southern Brazil, Rubens took an active role in the Help Brazil campaign, launched by Softswiss with support from the global iGaming community. The initiative raised essential funds and provided logistical support for affected communities, demonstrating that the commitment of the company and its representatives in the region goes far beyond business – it extends to making a meaningful difference in society.
Rubens Barichello: 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.
How is Rubens impacting company culture?
IM: Inside Softswiss itself, Rubens played an active role in shaping the company’s culture and values. He was the first guest of the Softswiss Excellence Talks project – a series of internal events focused on personal and professional development.
During the talk with the other Softswiss professionals, Rubens shared reflections on his career and what it means to pursue excellence every day. Our team was inspired by this fruitful conversation, sincere answers and advice from a F1 legend.
RB: Excellence Talks initiative allows us to share our experiences, create new growth opportunities and collaborate with specialists and educational institutions. I am confident this project will become a hub for knowledge exchange and make a meaningful contribution to the region’s development.
Tell us all about the World Endurance Championship and the fact Rubens' son represented Softswiss in this competition?
IM: Family, a central theme in Barrichello’s life, also found space in his professional way at Softswiss. Recently, his son Eduardo Barrichello began representing the company on the international racing stage, competing in the World Endurance Championship (WEC). This natural extension of our alliance symbolises the values and long-term vision that unite Rubens and Softswiss.
Rubens: 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.
What are the main drivers of the partnership going forward?
RB: I was really happy when I met the Softswiss team. They invited me 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.
IM: From the beginning, the collaboration with Rubens was not only a strategic step. His reputation as a dedicated professional, team player and family man aligns perfectly with our company’s values. He, alongside the team, helps to continue expanding Softswiss presence in Brazil with cultural sensitivity and a genuine commitment to the local market.
Over the past year, the partnership has developed into a strategic asset supporting Softswiss' regional expansion efforts. It has contributed to strengthening the company’s presence in Brazil and advancing broader business development goals through increased market access, local engagement and trusted industry connections.
What are you looking to achieve together in 2025 and beyond?
IM: The second year of the partnership is already off to a strong start. During SiGMA Americas 2025, held in São Paulo, Rubens took the stage as Softswiss' keynote speaker. His presentation, titled “Success is Who You Race With,” was a memorable moment, offering insights on leadership, consistency and the importance of surrounding yourself with people who share your values.
RB: 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.
