Former Ferrari and Williams driver Rubens Barrichello has swapped the cockpit for the boardroom, taking on a non-executive director role with SOFTSWISS to support its Latin American expansion. Speaking to Insider Sport at SBC Summit Lisbon, he shared how motorsport’s lessons in technology and fan engagement can translate into the fast-growing world of iGaming.
Rubens Barrichello remains one of Formula 1’s most recognisable names. Over an 18-year career in motorsport’s premier class, he raced more than 300 grands prix – at the time, a record – and partnered Michael Schumacher during Ferrari’s era of dominance in the early 2000s.
Barrichello’s reputation was built on consistency, technical understanding and his ability to adapt across eras, competing with teams such as Jordan, Honda and Williams before closing his F1 chapter in 2011.
For fans across Brazil and beyond, his career carried symbolic weight. As one of the most successful South American drivers after Ayrton Senna, Barrichello bridged generations of fandom while continuing to represent Brazil on the global stage.
That mix of experience, loyalty and adaptability is now being brought into a different arena: iGaming.
Engagement with SOFTSWISS
At SBC Summit Lisbon, Barrichello appeared not as a former driver, but as non-executive director for Latin America at SOFTSWISS. The Malta-headquartered supplier has been steadily building its presence across global gaming markets, with Latin America a clear priority for growth.
Asked about his decision to join, Barrichello admitted it was unexpected. “I never thought I was going to do anything apart from racing. And this is good, I’m just part of it,” he told Insider Sport. His remit involves participating in regular meetings, contributing perspective on technology and team culture, and acting as a bridge between markets.
What struck him most was the alignment between racing and iGaming. “It has everything in common. A lot of graphs, a lot of inputs on the technology side. I love the responsible gaming, I love how they put that out. For me, this is quite important,” he said.
Barrichello drew clear parallels between his time in the paddock and the challenges faced by companies such as SOFTSWISS. Formula 1, he argued, thrives on precision data and constant iteration. “Every time I went back to a Formula One team, I saw that they were ahead of their time. They had something aerodynamic, they had something mechanical, and with this sport, it’s very much the same,” he explained.
He also touched on the importance of diversity in ideas and approaches, linking it back to his global racing career. “Because of the different cultures, everywhere you go, all over, they have different thoughts. And combining them is what will make it better,” he said.
On the subject of fan engagement, Barrichello suggested that sport still has work to do in bridging rivalries. “For example, we still live in the old times, where if I choose a football team, and you choose another one, sometimes we don’t get along. I think life needs to change that. Life needs to be better than me. I have a lot to learn from you,” he said.
The lesson for iGaming is to build communities where competition does not undermine connection.
Setting a trend
Barrichello is not the first racing figure to cross into the commercial side of sport and entertainment.
Fernando Alonso has invested heavily in esports and driver management, while Lewis Hamilton has used his profile to influence partnerships ranging from fashion to environmental tech. Outside F1, other elite athletes have taken non-executive or ambassadorial roles in emerging sectors, using their credibility and networks to drive brand recognition.
Former New York Yankees star Derek Jeter signed a multi-year agreement with BetMGM, lending his name to marketing campaigns while also supporting responsible gambling initiatives. Basketball legend LeBron James entered into a partnership with DraftKings, using his profile to engage fans and create new touchpoints for the operator.
Football has seen similar moves. Former Manchester United defender Patrice Evra became a brand ambassador for Stake.com, highlighting the trend of European clubs and personalities partnering with global iGaming companies. Elsewhere, Puerto Rican basketball great Carlos Arroyo has worked with BetMGM not just in a promotional capacity but to deliver responsible gambling training for athletes in his home market – an example that resonates with Barrichello’s own emphasis on the social responsibilities of the sector.
