Softswiss and Rubens Barrichello extend strategic collaboration in Latin America
The renewed agreement between Softswiss and Rubens Barrichello builds on a successful first year of collaboration, which has become a cornerstone of Softswiss’ positioning across Latin America and beyond based on shared values of partnership and cultural connection.
Since April 2024, Barrichello has served as an authentic voice for Softswiss at key industry and business events, both across Latin America and internationally. His role has gone far beyond traditional brand endorsement, encompassing leadership visibility, market engagement and relationship-building with clients and communities.
Over the past year, Barrichello has played a pivotal role in reinforcing Softswiss’ growth, hosting high-level partner engagements that combine cultural relevance with exclusive experiences. His voice was also central to the company’s response to the devastating floods in Rio Grande do Sul. Through the Help Brazil initiative, Barrichello assisted in amplifying calls for support and raising awareness around the urgent need for action. What began as an emergency relief effort evolved into a commitment to clean water access – a deeply personal initiative for him and Softswiss, grounded in empathy and solidarity with affected communities.
In addition, Barrichello participated as a speaker at the Softswiss Excellence Talks series, where he shared his unique expertise with the company’s global team.
Commenting on the announcement, 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 Barichello 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.”
As part of the renewed collaboration, Barrichello will continue supporting Softswiss in strategic market growth, high-level representation and cultural localisation.