Global sports streaming service DAZN has been unveiled as the global broadcast partner of the Hexagon Cup, the new padel tournament launching later this month.

DAZN will provide coverage of all 21 matches from the inaugural Hexagon Cup, taking place in Madrid between January 31 and February 4, to a global audience, excluding the US.

There will also be “enhanced localization and distribution in Spanish markets via DAZN’s linear channels,” with viewers in Spain able to watch live and uninterrupted via the DAZN app.

While DAZN has come in as a media rights partner on a global level, this will not affect any of the deals the Hexagon Cup has already put in place – with ITV in the UK, for example (for the semi-finals and final), and with Eurosport and the Discovery+ streaming service in Europe and Asia.

The tournament’s YouTube channel will also provide coverage globally, meanwhile.

More broadcast tie-ups will likely be unveiled before the tournament starts, Sportcal understands, as the competition’s organizers look to reach as many potential viewers as possible via a wide range of deals.

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Aurora Media Worldwide, the London-based boutique media rights agency, was named as the broadcast production partner for the Hexagon Cup in mid-December.

The initial Hexagon Cup event will feature men’s and women’s players, competing in teams for a prize fund of $1.06 million.

The event’s founders include Enrique Buenaventura, Simon Freer, Alejandro Agag, and Alberto Longo, who are well-known for having founded Formula E, the Extreme E electric off-road racing series, and the E1 all-electric powerboating competition.

In mid-October, the event secured an injection investment of £1 million ($1.22 million) from DMG Media, the UK group that owns multiple newspapers.

Tim Godfrey, strategic advisor to the Hexagon Cup, has said: “As a premium over-the-top platform, DAZN enables Hexagon Cup to reach a wide and varied audience, which is especially important for our first event. We’re excited to get to bring the excitement of padel to sports fans across Spain and the world, and due to DAZN’s multi-level streaming strategy, they can watch wherever and however they want to.”

Tom Burrows, DAZN’s global head of rights and executive vice president, added: "Padel is one of the fastest growing and interesting sports around, and Hexagon Cup is an excellent and innovative competition that highlights the best of the sport. Padel is already hugely popular in Spain, so the wider distribution we can deliver in that market is great news for our Spanish subscribers.

“And the burgeoning international growth of padel means that the global distribution DAZN delivers makes sense for Hexagon Cup and our millions of users worldwide.”

Hexagon Cup co-founder Enrique Buenaventura speaks to Sportcal about the origins of the competition and the founders' long-term ambitions.