Hexagon Cup
Hexagon Cup is a Madrid-based professional padel tournament organizer operating the annual GENERALI Hexagon Cup team-based competition with celebrity owners, complemented by the Hexagon World Series circuit, FIP Academy education platform, and global broadcast distribution across 30+ countries.
- Company typePrivate
- Founded2023
- HeadquartersMadrid, Spain
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Hexagon Cup does
The business model blends event-economics revenue streams typical of sports IP operators. Naming rights from Generali Group (replacing Alpine as 2026 title sponsor) anchor sponsorship revenue, complemented by a 23-partner commercial sponsor portfolio spanning Adidas, Mahou, Babolat, Slazenger, Portico Sport, Quirónsalud, NH Hotels, K-Way, OMODA & JAECOO, Nagami, Playtomic, NACEX, JBL, and Continental, among others. Broadcasting rights generate revenue through DAZN (global free-to-air), ESPN (US), Disney+ (LATAM, Caribbean, Australia, New Zealand), beIN Sports (27 MENA territories, Turkey, North America), and FanCode (India), collectively reaching 30+ countries through approximately 50 broadcasters. Ticket sales run through Fever across six categories (Cat 1, Cat 1.5, Cat 2, Cat 3, Premium View, and VIP, plus VIP Palcos private boxes on multi-year contracts), with children under 14 receiving a 50% discount. Merchandise is sold direct-to-consumer via the online store. Government and institutional partners include the Community of Madrid, Madrid City Council, and the Spanish Padel Federation. Lurra Capital is the disclosed strategic investor. Headcount stands at 11–50 employees.
Hexagon Cup firmographics
Firmographics- Name
- Hexagon Cup
- Legal name
- HEXAGON PADEL OPERATIONS, S.L.U.
- Website
- https://hexagoncup.com
- Company type
- Private
- Founded year
- 2023
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Hexagon Cup is a Madrid-based professional padel tournament organizer operating the annual GENERALI Hexagon Cup team-based competition with celebrity owners, complemented by the Hexagon World Series circuit, FIP Academy education platform, and global broadcast distribution across 30+ countries.
- Ownership category
- akta.pro rank
Hexagon Cup industry classification
Industry- Product category
- Sports Entertainment / Professional Padel Tournament
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Spectator Sports (71121), Other Spectator Sports (711219)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Team Sports Matches (Club & National) (MPAGAMAB)
Keywords
Where Hexagon Cup is headquartered
LocationHeadquarters
- HQ city
- Madrid
- HQ country
- Spain
- HQ region
- Europe
Offices2 records
Markets served
Hexagon Cup business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Marketing or Sales, Personnel, Supply Chain, Technology or R&D, Infrastructure
Revenue model
- Naming Sponsorship: Title sponsorship from Generali Group (replaced Alpine as naming sponsor), providing primary naming rights revenue.
- Broadcasting Rights: Television and streaming deals with global platforms including DAZN (global free-to-air), ESPN (US), Disney+ (Latin America, Caribbean, Australia, NZ), beIN Sports (MENA, Turkey, North America), FanCode (India). Revenue from media rights distribution.
- Ticket Sales: Direct ticket sales through Fever platform and El Corte Inglés. Multiple ticket tiers including Category 1, 1.5, 2, 3, Premium View, and VIP with Hexagon Hospitality Lounge access.
- Commercial Sponsorships: Multi-category sponsorship deals with 23 sponsors including Adidas (official paddle), Mahou (beer), Babolat (footwear/apparel), Quirónsalud (medical services), NH Hotels (accommodation), K-Way (fashion), OMODA & JAECOO (mobility), Nagami (sustainable design), Slazenger (balls), Portico Sport (courts), Playtomic (technology), NACEX (courier), JBL (audio), Continental (tires), and others.
- Merchandise Sales: Online store (shop.hexagoncup.com) selling tournament merchandise including apparel and accessories.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | One time/ perpetual license | Category 1 seats on lower ring |
| Unit Pricing | One time/ perpetual license | Category 1.5 - lower ring from row 9 and side sections |
| Unit Pricing | One time/ perpetual license | Category 2 - upper ring seats |
| Unit Pricing | One time/ perpetual license | Category 3 - upper ring corner seats |
| Unit Pricing | One time/ perpetual license | Premium View - individual seats near west side palco zone |
| Unit Pricing | One time/ perpetual license | VIP (South and North Sectors) - superior experience with Hexagon Hospitality Lounge access |
| Unit Pricing | Multi-year contract | VIP Palcos - private boxes |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels7 records
Hexagon Cup product offering
Product offeringCore offering
Hexagon Cup organizes an elite, team-based professional padel tournament (GENERALI Hexagon Cup) featuring 8 celebrity-owned teams competing across men's, women's, and Next Gen categories. Held annually in Madrid (Caja Mágica) since 2024, the event combines live sports entertainment with global broadcasting, premium hospitality, and fan-zone activations.
Product overview
Hexagon Cup operates as a professional padel tournament organizer offering the GENERALI Hexagon Cup as its flagship annual event, complemented by the Hexagon World Series circuit and FIP Academy educational platform. The core offering features team-based padel competitions across men's, women's, and Next Gen categories with celebrity ownership. Additional products include Road to Hexagon amateur competitions and the GENERALI Arena fan experience zones.
Differentiator
Problem solved
Functional benefit
Brands
- Hexagon World Series: The first official team circuit in padel, created in partnership with agency 54 and International Padel Federation (FIP), unifying the padel calendar alongside Cupra FIP Tour and Premier Padel
- Road to Hexagon
- Hexagon Legends
- FIP Academy
Products and services
- GENERALI Hexagon Cup
- Hexagon World Series
- FIP Academy
- Road to Hexagon
- Hexagon Legends
- Hexagon Cup Merchandise
Quantifiable outcome
- 21% attendance growth (37,000+ in 2026)
- +4 more outcomes
Companies that use Hexagon Cup
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles4 records
Hexagon Cup technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Hexagon Cup partnerships and signals
Strategic signalPartnerships
30 partnerships are on record, tiered core, flagship, regional and minor.
- beIN SportscoreLast-minute broadcast agreement to air Hexagon Cup live across 27 MENA territories, Turkey, and North America from January 28 to February 1, 2026.
- International Padel Federation (FIP)flagshipHexagon Cup, agency 54 (creator of LIV Golf), and FIP announced historic alliance to create Hexagon World Series - the sport's first official team circuit. This partnership unifies the padel calendar alongside Cupra FIP Tour and Premier Padel, establishing standardized team-based competition globally.
- DAZNflagshipGlobal free-to-air broadcaster streaming all Hexagon Cup matches. Renewed agreement for 2026 edition with worldwide reach excluding US market.
- ESPN / Disney+coreESPN covers US market; Disney+ streams in Latin America, Caribbean, Australia, and New Zealand under strategic international distribution agreement.
- FanCoderegionalIndian streaming platform partnership for Hexagon Cup broadcast in India.
- Generali GroupflagshipTitle/naming sponsor of 2026 edition (replaced Alpine). International insurer becomes naming partner providing primary sponsorship revenue.
- AdidascoreOfficial paddle supplier for Hexagon Cup. Renewed partnership for 2026 edition as official racket of tournament.
- MahoucoreOfficial beer supplier. Renewed partnership from inaugural edition; provides beer products for event attendees.
- BabolatcoreOfficial footwear and apparel supplier. Partnered from inaugural edition.
- QuirónsaludcoreOfficial medical services provider for tournament, ensuring healthcare coverage for players and attendees.
- NH Hotels & ResortscoreOfficial and sole hotel partner, providing accommodation for world's best padel players during tournament in Madrid.
- K-WayminorOfficial fashion partner for 2026 edition, bringing technical and urban style to tournament.
- OMODA & JAECOOminorOfficial mobility partner and car supplier for 2026 edition.
- NagamicoreSustainable design partner creating trophies and event furniture using recycled plastic and 3D printing. Renewed partnership for 2026.
- SlazengercoreOfficial ball supplier for Hexagon Cup from inaugural edition.
- Portico SportcoreOfficial court supplier. Provides and installs padel courts for tournament. Renewed partnership from inaugural edition.
- PlaytomiccoreOfficial technology partner. World's largest racquet sports community helps promote event and attract padel audiences.
- NACEXminorOfficial courier provider for tournament logistics.
- JBLminorOfficial audio equipment supplier for tournament sound systems.
- ContinentalminorOfficial tire supplier for tournament vehicles.
- FevercoreOfficial ticket sales platform for 2026 edition. Provides online ticketing services for event attendees.
- El Corte InglésminorOfficial ticket sales platform for 2025 edition. Previously served as primary ticketing partner.
- Community of MadridminorRegional government partner supporting tournament in Madrid.
- Madrid City CouncilcoreCity government partner supporting Hexagon Cup in Madrid. Renewed support for multiple editions.
- Spanish Padel Federation (FEP)coreCollaboration agreement to promote and develop padel through tournament. Also partnered with Madrid Padel Federation.
- International Padel Media AssociationminorPartnership to support international padel media coverage and communications.
- ACNUR (UNHCR)minorPartnership during 75th anniversary commemoration to support refugees. Hexagon Cup supported UNHCR initiative.
- The Padel Travel ClubminorOfficial tour operator for UK and US markets, providing exclusive travel packages for Hexagon Cup attendees.
- Agency 54flagshipGlobal agency creator of LIV Golf partnered with Hexagon Cup and FIP to create Hexagon World Series circuit.
- Premier PadelcoreStrategic partnership to grow padel globally. Supports FIP initiatives for sport expansion worldwide.
Scale indicators12 records
Recent moves7 records
Expansion highlights7 records
Hexagon Cup competitors and assessment
Company assessmentOthers
- International Padel Federation (FIP): Governing body of padel and Hexagon Cup's strategic partner for the Hexagon World Series. Functions as the ecosystem enabler and standard-setter that defines the competitive landscape Hexagon operates within.
- Playtomic: World's largest racquet-sports community platform and a core technology partner of Hexagon Cup. Comparable as the dominant digital ecosystem for amateur padel players and a leading indicator of grassroots participation that drives future pro-padel demand.
Direct peers
- Cupra FIP Tour: The official International Padel Federation (FIP) global tour. Hexagon Cup has allied with FIP to launch the Hexagon World Series alongside this circuit, making it both a partner and a competing property within the same sport governance structure.
- World Padel Tour: Long-running rival professional padel circuit that historically competed with FIP-aligned tours. Provides a benchmark for player economics, broadcast scale, and circuit operating models in the same sport.
- Premier Padel: The leading global professional padel tour, backed by Qatar Sports Investments (QSI) and run in partnership with the International Padel Federation. Directly competes with Hexagon Cup for top players, broadcast windows, and sponsorship dollars within the same sport.
Broad incumbents
- LIV Golf: Team- and celebrity-driven golf league created with involvement of Agency 54 — the same agency now partnering with Hexagon Cup to build the Hexagon World Series. Closely comparable in franchise/team format, celebrity-owner economics, and league-vs-tournament disruption playbook.
- Ryder Cup: Premier team-format event in men's professional golf. Relevant peer because Hexagon Cup explicitly replicates the team-based format (8 teams, team captains/owners, mixed categories) that has proven commercial viability in elite individual sports.
Regional players
- Padel Nuestro: Major padel equipment retailer and tournament sponsor in Spain. Comparable as a Spanish padel-industry incumbent with similar regional commercial footprint and category knowledge.
Emerging players
- Six Kings Slam: Recently launched high-profile exhibition-style tennis event featuring top players with premium production values. Comparable as a newer-format racquet-sports property competing for sponsor attention and broadcast slots in the racquet-sports category.
- Laver Cup: Team-format tennis exhibition event featuring star players (Federer, Nadal-era) that pioneered the celebrity-driven team-tournament format in racquet sports. Highly comparable to Hexagon Cup's team-based approach, though more established and in a different sport.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks5 records
Key highlights6 records
Customer concentration
Hexagon Cup social profiles
Digital presenceHexagon Cup financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hexagon Cup leadership team
Management profileNumber of profiles
Profiles3 records
Hexagon Cup funding detail
Funding detailFunding overview
Funding rounds2 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hexagon Cup M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Hexagon Cup
What does Hexagon Cup do?
Hexagon Cup organizes an elite, team-based professional padel tournament (GENERALI Hexagon Cup) featuring 8 celebrity-owned teams competing across men's, women's, and Next Gen categories. Held annually in Madrid (Caja Mágica) since 2024, the event combines live sports entertainment with global broadcasting, premium hospitality, and fan-zone activations.
Is Hexagon Cup a public or private company?
Hexagon Cup is a private company. It is classified as venture growth investor backed and is currently operating.
When was Hexagon Cup founded?
Hexagon Cup was founded in 2023. It employs 11 to 50 people.
Where is Hexagon Cup based?
Hexagon Cup is headquartered in Madrid, Spain, in the Europe region.
How does Hexagon Cup make money?
Five revenue lines are on record. Naming Sponsorship is the primary driver. The others are broadcasting Rights, ticket Sales, commercial Sponsorships and merchandise Sales.
Who are Hexagon Cup's main competitors?
Others on record are International Padel Federation (FIP) and Playtomic. Direct peers are Cupra FIP Tour, World Padel Tour and Premier Padel. Broad incumbents are LIV Golf and Ryder Cup. Padel Nuestro is listed as a regional player. Emerging players are Six Kings Slam and Laver Cup.
Does Hexagon Cup have an API?
No public API is recorded for Hexagon Cup.
What industry is Hexagon Cup in?
Hexagon Cup's product category is Sports Entertainment / Professional Padel Tournament. Its primary akta.pro industry code is MPAGAMAB, Team Sports Matches (Club & National). Its NAICS code is 71131 and its SIC code is 7900.