SOFTSWISS revved up excitement in São Paulo during SiGMA Americas 2025 with its exclusive “Race Like a Legend” motorsport experience, hosted by none other than Rubens Barrichello—Formula One icon and SOFTSWISS Non-Executive Director for Latin America.
The high-adrenaline event brought together industry leaders and partners for a day packed with speed, strategy, and meaningful connections. From exhilarating live demo runs by Barrichello himself to light-hearted races, high-tech simulators, and an authentic Brazilian BBQ, guests immersed themselves in a truly one-of-a-kind experience.
Attendees shared unforgettable moments with the F1 legend, connecting over the shared thrill of motorsport and the powerful synergy that fuels bold business partnerships.
Rubens Barrichello commented:
“This event was a celebration of performance, trust, and shared ambition—principles that are as essential in business as they are on the racetrack. When you’re surrounded by the right team, every obstacle becomes a chance to excel.”
Earlier in the week, Barrichello officially kicked off the SiGMA Americas 2025 summit with an inspiring keynote and a ceremonial ribbon-cutting. His speech spotlighted the importance of leadership, regional insight, and collaboration as cornerstones for sustainable growth across Latin America.
In a session titled “Success Is About Who You Race With,” Barrichello drew parallels between the racetrack and the boardroom, emphasizing the roles of precision, trust, and teamwork in achieving long-term success. As a gesture of appreciation, SOFTSWISS rewarded attendees who asked the most thought-provoking questions with special commemorative gifts.
Adding even more excitement to the week, SOFTSWISS unveiled a new partnership with iconic motorsport brand Sparco, launching a limited-edition casual apparel line inspired by the legendary career of Rubens Barrichello.
