The new Hexagon Cup padel tournament has announced padel racket brand Bullpadel as the official sports sponsor of the inaugural tournament in Madrid, Spain.

As part of the deal, Bullpadel will gain brand presence during the tournament, running from January 31 to February 4, via screens, a fan zone, and a VIP area, as well as in promotional activities in the weeks leading up to the tournament, including a padel court that has been set up in the capital's Plaza de Colón.

Hexagon Cup founder Enrique Buenaventura said: "From Hexagon Cup, we are delighted to have Bullpadel as one of the official sponsors of this first edition. We want this tournament to become a tribute to this sport, and what better way to do that than to have one of the historic padel brands by our side."

Alfredo Peñalver, chief executive of Bullpadel, added: "For Bullpadel, it is a pride to be part of the Hexagon Cup. As the world's number one padel specialist brand, we have a duty to support this innovative tournament that has come to revolutionize padel."

Bullpadel also sponsors the padel federations of Madrid, Catalonia, and Extremadura, as well as the Spanish Padel Federation.

The first Hexagon Cup event will 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.

Earlier this week the Hexagon Cup unveiled a media rights deal in the UK with commercial free-to-air broadcaster ITV.

Through the tie-up, ITV will cover the semi-finals and final of the inaugural Hexagon Cup, which will take place in Madrid between January 31 and February 4. This agreement marks ITV’s first with a padel event.

The broadcast production partner for the Hexagon Cup is Aurora Media Worldwide, through a deal unveiled in December.

December also saw Eurosport, the sports broadcaster owned by media giant Warner Bros. Discovery, as a media partner in 64 countries across Europe and Asia.

Last week, meanwhile, racket sports community app Playtomic came on board as an event partner.

Other partners that have signed on recently to support the Hexagon Cup include sports equipment company Slazenger and beer brand Mahou San Miguel.