BeIN Sports, the international pay-TV sports heavyweight, has been announced as the broadcast partner for the padel’s upcoming Hexagon Cup teams tournament across the Middle East and North Africa (MENA) region, Turkey, and North America.
The last-minute agreement will see the broadcaster air every match live during the five-day tournament, being held in Madrid, Spain, from January 28 to February 1, as well as highlights from each day of the competition, across its BeIN Sports network and platform TOD (MENA).
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BeIN’s coverage will span 27 territories, including Algeria, Bahrain, Chad, Djibouti, Egypt, Iran, Iraq, Jordan, Kuwait, Lebanon, Libya, Mauritania, Morocco, Oman, Palestine, Qatar, Saudi Arabia, Somalia, South Sudan, Sudan, Syria, Tunisia, UAE, Yemen, Turkey, the US, and Canada.
Tim Godfrey, strategic advisor for broadcast and media of Hexagon Cup, said: “Expanding our international broadcast footprint is a central pillar of the Hexagon Cup’s long-term strategy. Partnering with beIN Sports strengthens our distribution across key markets such as MENA, Türkiye, Canada, and the United States, ensuring fans can follow every match live and stay connected through highlights and digital coverage.
“Together with our wider broadcast ecosystem, this agreement helps us bring the Hexagon Cup experience to millions more viewers and continue building padel’s global momentum.”
The upcoming tournament will feature eight franchise teams comprising male, female, and next-gen players to create unique pairings.
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By GlobalDataThe teams have high-profile owners from sport and entertainment, including former tennis player Andy Murray and British boxer Anthony Joshua (AD/vantage Padel Team), soccer’s Robert Lewandowski (RL9 Padel Team) and Sergio Aguero (Kru Padel by Taktika), Formula 1 motor racing driver Pierre Gasly (X Padel), and Hollywood actor Eva Longoria (ElevenEleven).
The new deal comes a day after sports-focused platform FanCode was unveiled as the exclusive rightsholder for the tournament in India, with the sport enjoying rapid adoption in the country’s urban areas.
Last week, international sports streaming platform DAZN was announced as the global broadcaster for the tournament, covering all regions except North America, Central and South America, India, and MENA.
Ahead of this year’s edition, the competition secured international insurance heavyweight Generali Group as its title sponsor, with the tournament now officially named Generali Hexagon Cup.
Generali replaces French sports car manufacturer Alpine, which held the designation for last year’s tournament.
Meanwhile, Story10, the sports video production and distribution agency, has today announced the renewal of its global partnership with the tournament for another year as it looks to capitalize on the competition’s growing popularity.
The renewal builds on the pair’s relationship, which started with the tournament’s inception in 2024, with Story10 playing a key role in amplifying the Hexagon Cup’s global reach across its first two editions, delivering nearly 50% growth in total media exposure.
Specifically, the agency has delivered highlights, previews, and post-event coverage that have been used by more than 400 media outlets over the past two years.
Astrid Thams, commercial managing director of the Hexagon Cup, said: “The Hexagon Cup was born out of the ambition to introduce a team-based padel format capable of taking the sport to a new level and connecting with global audiences in an innovative way.
“Continuing our collaboration with Story10 is essential to further expand the tournament’s international reach and to establish the Hexagon Cup as a flagship event on the global sports calendar.”
The new deal comes a month after tournament organizers announced the competition would expand into a whole worldwide circuit of events, having been first launched by Formula E and Extreme E founders Enrique Buenaventura, Simon Freer, Alejandro Agag, and Alberto Longo in 2024.
Up until this point, the Hexagon Cup has been a short single tournament taking place each year in Madrid, but that will now change, thanks to a partnership struck by the event's organizers with the International Padel Federation (FIP) governing body, and with worldwide sports and entertainment agency 54.
54, involved in the creation of the controversial and lucrative LIV Golf rebel series a few years ago, will invest in and partner with the Hexagon Cup to launch the Hexagon World Series.
This will become the first team padel series to be launched under the FIP's governance and will be integrated into the body's calendar.
It will take place alongside the existing Premier Padel circuit (played by pairs, not teams) and will add "multiple events per year across new international locations," the FIP has said.
Details around the new series will be unveiled next year, according to the governing body.
The sport's authorities are currently attempting to boost padel's chances of being included in the Olympic program and hope that this addition of a top-tier teams-based series is a step towards doing that.
Read: Globalization and professionalization the goal for Hexagon Cup in year two (2025).
