SOFTSWISS, a global tech company headquartered in Malta, has extended its strategic partnership with Formula One legend Rubens Barrichello, who will continue as Non-Executive Director in Latin America.
This renewal marks a successful first year of collaboration that has helped position SOFTSWISS as a trusted and culturally connected brand in the Latin American region — a key growth market for the company. From its base in Malta, SOFTSWISS has leveraged Barrichello’s profile and presence to deepen ties with partners and communities across the Atlantic.
Since April 2024, Barrichello has represented SOFTSWISS at major industry events, engaged directly with local stakeholders, and played a central role in initiatives like Help Brazil, the company’s humanitarian response to flooding in Rio Grande do Sul. His advocacy helped shift the campaign from emergency aid to a longer-term commitment to clean water access — a cause that resonates with both him and SOFTSWISS.
Barrichello also participated as a guest speaker in the SOFTSWISS Excellence Talks series, where he shared his insights and personal journey with the company’s global team, including those based in Malta.
“Rubens brings an unmatched level of authenticity, integrity, and passion to everything he does,” says Ivan Montik, Founder of SOFTSWISS. “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.”
“I’m proud to continue this journey with SOFTSWISS,” says Rubens Barrichello. “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.” From Malta to São Paulo, Barrichello will continue to support SOFTSWISS in market growth, strategic representation, and local engagement. His latest appearance was a keynote address at SiGMA Americas 2025, a major industry event in Brazil.
