Hexagon Cup

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.

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

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

• Professional padel tournament
• Team-based padel competition
• Sports event organization
• Padel circuit series
• Sports entertainment events

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Supply Chain, Technology or R&D, Infrastructure

Revenue model

1. Naming Sponsorship: Title sponsorship from Generali Group (replaced Alpine as naming sponsor), providing primary naming rights revenue.
2. 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.
3. 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.
4. 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.
5. Merchandise Sales: Online store (shop.hexagoncup.com) selling tournament merchandise including apparel and accessories.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core 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

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

30 partnerships are on record, tiered core, flagship, regional and minor.

• beIN SportscoreChannel Partner/ Reseller/ Distributor · 27 January 2026Last-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)flagshipStrategic or Co-development Partner · 17 December 2025Hexagon 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.
• DAZNflagshipChannel Partner/ Reseller/ DistributorGlobal free-to-air broadcaster streaming all Hexagon Cup matches. Renewed agreement for 2026 edition with worldwide reach excluding US market.
• ESPN / Disney+coreChannel Partner/ Reseller/ DistributorESPN covers US market; Disney+ streams in Latin America, Caribbean, Australia, and New Zealand under strategic international distribution agreement.
• FanCoderegionalChannel Partner/ Reseller/ DistributorIndian streaming platform partnership for Hexagon Cup broadcast in India.
• Generali GroupflagshipGTM or Marketing PartnerTitle/naming sponsor of 2026 edition (replaced Alpine). International insurer becomes naming partner providing primary sponsorship revenue.
• AdidascoreGTM or Marketing PartnerOfficial paddle supplier for Hexagon Cup. Renewed partnership for 2026 edition as official racket of tournament.
• MahoucoreGTM or Marketing PartnerOfficial beer supplier. Renewed partnership from inaugural edition; provides beer products for event attendees.
• BabolatcoreGTM or Marketing PartnerOfficial footwear and apparel supplier. Partnered from inaugural edition.
• QuirónsaludcoreOthersOfficial medical services provider for tournament, ensuring healthcare coverage for players and attendees.
• NH Hotels & ResortscoreGTM or Marketing PartnerOfficial and sole hotel partner, providing accommodation for world's best padel players during tournament in Madrid.
• K-WayminorGTM or Marketing PartnerOfficial fashion partner for 2026 edition, bringing technical and urban style to tournament.
• OMODA & JAECOOminorGTM or Marketing PartnerOfficial mobility partner and car supplier for 2026 edition.
• NagamicoreStrategic or Co-development PartnerSustainable design partner creating trophies and event furniture using recycled plastic and 3D printing. Renewed partnership for 2026.
• SlazengercoreGTM or Marketing PartnerOfficial ball supplier for Hexagon Cup from inaugural edition.
• Portico SportcoreGTM or Marketing PartnerOfficial court supplier. Provides and installs padel courts for tournament. Renewed partnership from inaugural edition.
• PlaytomiccoreTechnology or IntegrationOfficial technology partner. World's largest racquet sports community helps promote event and attract padel audiences.
• NACEXminorGTM or Marketing PartnerOfficial courier provider for tournament logistics.
• JBLminorGTM or Marketing PartnerOfficial audio equipment supplier for tournament sound systems.
• ContinentalminorGTM or Marketing PartnerOfficial tire supplier for tournament vehicles.
• FevercoreChannel Partner/ Reseller/ DistributorOfficial ticket sales platform for 2026 edition. Provides online ticketing services for event attendees.
• El Corte InglésminorChannel Partner/ Reseller/ DistributorOfficial ticket sales platform for 2025 edition. Previously served as primary ticketing partner.
• Community of MadridminorGTM or Marketing PartnerRegional government partner supporting tournament in Madrid.
• Madrid City CouncilcoreGTM or Marketing PartnerCity government partner supporting Hexagon Cup in Madrid. Renewed support for multiple editions.
• Spanish Padel Federation (FEP)coreStrategic or Co-development PartnerCollaboration agreement to promote and develop padel through tournament. Also partnered with Madrid Padel Federation.
• International Padel Media AssociationminorOthersPartnership to support international padel media coverage and communications.
• ACNUR (UNHCR)minorOthersPartnership during 75th anniversary commemoration to support refugees. Hexagon Cup supported UNHCR initiative.
• The Padel Travel ClubminorChannel Partner/ Reseller/ DistributorOfficial tour operator for UK and US markets, providing exclusive travel packages for Hexagon Cup attendees.
• Agency 54flagshipStrategic or Co-development PartnerGlobal agency creator of LIV Golf partnered with Hexagon Cup and FIP to create Hexagon World Series circuit.
• Premier PadelcoreStrategic or Co-development PartnerStrategic partnership to grow padel globally. Supports FIP initiatives for sport expansion worldwide.

Scale indicators12 records

Recent moves7 records

Expansion highlights7 records

Others

• 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

• YouTubeyoutube.com/channel/UCYGku0kbQEe1Yz68u514WBw

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds2 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hexagon Cup