Aurora Media Worldwide, the London-based boutique media rights agency, has been named as the broadcast production partner for the Hexagon Cup, the new padel tournament launching in January next year.
Under the agreement, Aurora will be responsible for producing a five-day world feed to broadcasters covering the event’s inaugural edition, as well as live, highlights, and behind-the-scenes content.
The deal comes a week after the tournament unveiled Eurosport, the sports broadcaster owned by media giant Warner Bros. Discovery, as a media partner in 64 countries across Europe and Asia.
Under that deal, Eurosport will provide linear coverage of the men’s and women’s finals on a delayed basis, while fans will be able to access the round-robin qualifying stage via streaming on the Eurosport app and the Discovery+ streaming platform.
Lawrence Duffy, managing director of Aurora, said: “We are seeing a global explosion of interest in padel. The Hexagon Cup’s goal is to create a compelling viewing experience which not only excites the purist padel fans but also draws in new audiences who love fast-paced action and are intrigued about this new sport.”
The first Hexagon Cup event will be held between January 31 and February 4 in Madrid, Spain and feature men’s and women’s players, competing in six franchise teams for a prize fund of $1.06 million.
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Owners of the franchises include tennis stars Rafael Nadal and Andy Murray, soccer player Robert Lewandowski, and Hollywood actress Eva Longoria.
The event’s founders, meanwhile, include Simon Freer, Enrique Buenaventura, 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 investment of £1 million ($1.22 million) from DMG Media, the UK group that owns multiple newspapers, while US investment company Oak View was awarded the contract to oversee the commercial and sponsorship strategy of the tournament.
Freer, chairman of the Hexagon Cup, added: “Having helped a host of sports start-ups to deliver high-quality broadcast shows, winning awards for innovation along the way, we are delighted to be working with the Aurora team to bring our vision to life, and attract new global audiences for the sport we love.”
The contract, meanwhile, adds to Aurora’s portfolio of clients, which includes being the production partner of the UIM E1 World Champions power-boat racing series. It is also a production partner of Formula E and Extreme E, as well as Super League Triathlon.