Key points:
- The partnership started in April 2024
- Barrichello will continue to serve as Non-Executive Director in Latin America
- He is expected to act as a representative of the brand and drive market growth
Softswiss has announced the extension of its partnership with Rubens Barrichello, who will continue to serve as Non-Executive Director in Latin America.
The year-long collaboration, which started in April 2024, aimed to bring the Formula One veteran as a spokesman, at key industry and business events, both across Latin America and internationally, which allowed him to build relationships with clients and communities.
In addition, he has contributed to the relief of the floods in Rio Grande do Sul, a personal initiative for him, with the support of the brand.
Alongside his renewed collaboration, he is expected to encourage market growth, combined with cultural adaptation. Recently, he took part as a main speaker at SiGMA Americas 2025 in São Paulo, Brazil.
Ivan Montik, Founder of Softswiss, said: “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 said: “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.”
