The Hexagon Cup, the new padel event, has hired Tim Godfrey from the Professional Triathlete Organisation (PTO) as strategic adviser.

In the role, he will work closely with the Hexagon Cup's founders and leadership team to provide guidance across media rights, marketing, and distribution.

Godfrey served as chief marketing officer at the PTO since 2021 and played a key role in the launch of the PTO Tour, the series of flagship events run by the body.

He joined the PTO from SailGP, the international sailing series, where he was its first chief media and marketing officer.

Godfrey was also previously part of the original launch team at Formula E, the all-electric motor racing series, as global head of media and is now linking back up with his former colleagues to launch the Hexagon Cup.

The Hexagon Cup 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.

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Freer, chairman of the Hexagon Cup, said: “We are pleased to welcome Tim Godfrey to the Hexagon Cup team. His vision, leadership, and strategic insights will be invaluable as we continue to grow and innovate.”

Godfrey added: “I am thrilled to reunite with my former colleagues from Formula E and the other Hexagon Cup founders, on a new concept that will revolutionize padel.”

The new padel event has already enlisted sports and entertainment facilities development and management firm Oak View Group International to oversee its commercial and sponsorship sales strategy.

Teams, players, commercial partnerships, and media rights deals for the Hexagon Cup will be announced over the coming weeks. 

The inaugural event will take place in Spain at Madrid Arena from January 31 to February 4, 2024.