SOFTSWISS Ignites Brazil with ‘Race Like a Legend’ Experience in SiGMA Americas
During the SiGMA Americas 2025 week, SOFTSWISS injected high energy into São Paulo with an exclusive motorsport event called “Race Like a Legend.” This unique experience was hosted by Rubens Barrichello, the company’s Non-Executive Director in Latin America.
The event gathered industry leaders and partners for an exciting day filled with speed, strategy, and networking. Attendees enjoyed live demo runs led by Barrichello, along with fun racing activities, simulators, and a delicious Brazilian BBQ, creating an atmosphere of camaraderie and excitement.
Participants had the opportunity to share this memorable experience with the Formula One iconic driver, immersing themselves in the thrill and emotions that come with both motorsport and dynamic business relationships. Barrichello commented on the event, stating, “This event was all about celebrating trust, performance, and shared goals – values that matter both on the track and in business. When you’re racing with the right people, every challenge becomes an opportunity.”
Earlier in the week, Barrichello kicked off the official SiGMA Americas 2025 summit with an impactful keynote address and a ceremonial ribbon-cutting, signaling the beginning of one of the industry’s most awaited events. His speech emphasized leadership, local expertise, and partnership as key elements for sustainable growth in Latin America.
Speaking on the theme “Success Is About Who You Race With,” Barrichello drew from his own racing experiences to highlight the importance of precision, teamwork, and trust in achieving lasting success in business. As a special gesture, SOFTSWISS presented gifts to those attendees who asked the most thought-provoking questions during the keynote session.
In addition to these activities, SOFTSWISS took the opportunity during SiGMA Americas to announce a collaboration with the renowned motorsport brand Sparco. This partnership has resulted in a limited-edition casual apparel collection, drawing inspiration from the illustrious career of Rubens Barrichello.
