International insurance heavyweight Generali Group has struck a deal to become the main commercial partner for the next edition of padel's Hexagon Cup.
The third Hexagon Cup, which will take place in Madrid between January 28 and February 1 next year, will officially be called the Generali Hexagon Cup.
The partnership will entail on-court and off-court activations.
French sports car manufacturer Alpine was the title sponsor for the second edition of the competition last year.
In terms of Generali's previous Spanish sports sponsorship deals, the group was a major partner of the country's national rugby team for eight years, while it is currently a partner of the Malaga Marathon.
The Hexagon Cup, meanwhile, was launched by Formula E and Extreme E founders Enrique Buenaventura, Simon Freer, Alejandro Agag, and Alberto Longo.
Its first edition was held in early 2024 in Madrid.
Read: Globalization and professionalization the goal for Hexagon Cup in year two (2025).
