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Hexagon Cup set for global expansion after striking partnership with Premier Padel and FIP

The Madrid-based tournament has begun the process of becoming a recognised FIP tournament and will also be a partner of the inaugural FIP Intercontinental Cup.

Author

Jonathan Dyson
February 20, 2025

The Hexagon Cup looks set to expand with the addition of new events in different parts of the world over the coming years after it agreed a strategic partnership with Premier Padel and the International Padel Federation (FIP).

The three parties announced the new wide-ranging collaboration in a joint statement, and confirmed that the Hexagon Cup has already started the process of becoming a recognised FIP tournament.

The partnership is “aimed at super-charging the growth of padel worldwide”, the statement read, adding that it “will encompass a range of collaborations, initiatives and projects, drawing on the experience, networks and connections of all groups to drive the development of padel globally.”

It said that “in the immediate term, Premier Padel and Hexagon Cup will promote each others’ existing events,” and that “the parties will explore a further expansion of the Hexagon Cup circuit … in new and emerging padel territories worldwide.”

The Hexagon Cup currently comprises one single annual tournament in Madrid, with the second edition held from January 29 to February 2, 2025.

Under the new partnership, the Hexagon Cup team has also been appointed by FIP to be a partner of the inaugural FIP Intercontinental Cup, taking place in Europe this summer.

The competition – dubbed by the FIP as “the equivalent of tennis’ Laver Cup and golf’s Ryder Cup” – will take place biennially between players from the Americas and Europe.

The tournament will also be supported by Premier Padel, and further details, including date, venue and name, are due to be announced in the coming months.

The joint statement added that Premier Padel and the Hexagon Cup will “work on a range of initiatives aimed at launching new tournament concepts, brands and ideas (including at potential motorsport and football events), all geared towards raising awareness of the sport, engaging new audiences and markets, and ultimately supporting FIP’s Olympic pathway for padel.”

Argentine former footballer Sergio Agüero and his Krü Padel by Taktika team celebrate winning the 2025 Hexagon Cup. Image credit: Hexagon Cup.

This year’s edition of the Hexagon Cup – won by Argentine former footballer Sergio Agüero’s Krü Padel by Taktika team – was watched by over 30,000 spectators across the five days, with sold-out crowds on both the Saturday and Sunday.

Organisers said the tournament attracted 2 million viewers on YouTube and an average watch time of 24:24 minutes, up 29.8% compared with 2024.

The event also expanded its global reach, securing 35 broadcast partners, seven more than in the inaugural edition, bringing it to approximately 750 million households worldwide, 9.5% more than in 2024.

The Hexagon Cup’s official website engaged 126,000 users, while across Instagram, where 5.8 million accounts were reached, TikTok, X, and LinkedIn, the tournament amassed a total of 20 million video views, marking a 20% increase in community growth, surpassing 55,000 followers.

The event had 22 sponsors, with Alpine continuing as title sponsor, and in total 57 brand activations took place across Centre Court and the Fan Zone. There were also 456 media accredited from local, national, and international outlets, including Forbes and the Daily Mail, as well as a number of content creators.