Rubens Barrichello, former Formula 1 driver and now Non-Executive Director at SOFTSWISS, opened BiS SiGMA South America 2026 in São Paulo, with the event taking place as Brazil consolidates its regulated betting market and attracts growing international interest from operators and investors.
The Transamerica Expo Center is hosting the event, convening policymakers, executives and investors to assess regulatory impact and sector evolution as Brazil’s betting industry rapidly transforms through sport, technology, and digital entertainment.
The Opening Ceremony was also attended by:Eman Pulis, Founder of SiGMA Group; Alessandro Valente & Carlos Cardama, Co-Founders of BiS; Luis Otavio Verissimo Teixeira, President of the Superior Court of Sports Justice; and John Aquilina, Ambassador of Malta to Brazil.
During the opening, Barrichello highlighted the growing integration of sport and digital platforms, noting that technology is reshaping how audiences engage with sport, saying: “In motorsport, there have been many occasions where the car was performing perfectly, but the driver’s body could not keep up. In those cases, power is reduced to ensure safety.
“The same principle should apply to iGaming’”
Attendees participated in a virtual simulation of the Interlagos circuit with Barrichello, illustrating the growing integration of live sport and digital platforms within the betting ecosystem.
The opening day also featured prominent football representatives, highlighting the sector’s cross-sport appeal – Jùlio Cèsar, former Brazilian goalkeeper; Zinho, former Brazil international midfielder and 1994 FIFA World Cup winner; Diego Lugano, former Uruguay captain with a career spanning South America and Europe; and Aloísio Chulapa, former striker and FIFA Club World Cup winner with São Paulo.
Their participation underscored that sport remains a primary driver of engagement and growth in the digital betting industry. A key takeaway is that involvement from high-profile athletes boosts the sector’s visibility and cross-sport appeal.
During the opening ceremony, Luis Otavio Verissimo Teixeira said: “Betting must be part of the conversation with football. The core value of sport, particularly football, is integrity.
“We must consider the betting sector as a partner and move forward together to support sport.”
Regulatory issues dominated the first day’s agenda, marking one year since Brazil introduced its new betting framework. Adapting to regulation is an ongoing process, central to market stability and growth. Panels focused on the impact of taxation, tackling illegal gambling, implementation challenges and the competitiveness of the regulated market.
Eman Pulis said: “By 2030, we want SiGMA to be the most trusted source for players, ensuring access to regulated platforms. We aim to act as a shield for compliant operators across the industry.”
The event’s scale reflects sector growth, with around 18,500 participantsexpected, including over 4,100 operators.
Eman Pulis also highlighted the work of the SiGMA Foundation, adding: “We have established the first sports school in a favela in São Paulo, which has already welcomed over 1,000 young people for sports activities and evening education programmes.
“We plan to open a second school in Rio de Janeiro and a third in Brasília.”
Alessandro Valente closed the session, saying: “BiS SiGMA South America is about building a future that is already proving to be solid, consistent and authentic.”
