Playtomic will head up the Hexagon Cup fan zone between January 31 and February 4. (Hexagon Cup)

The new Hexagon Cup padel tournament has announced a partnership with racket sport community app Playtomic to drive fan engagement for its inagural edition.

The deal sees Playtomic become the cup’s official technology partner, with users of the Playtomic app able to book a special exhibition court Plaza de Colon in Madrid, Spain, to play on alongside top-tier players and celebrities at the inaugural Hexagon Cup tournament.

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Playtomic will also front the official fan zone for the event, which is taking place at the Madrid Arena in Madrid, between January 31 and February 4, 2024.   

Enrique Buenaventura, Hexagon Cup founding advisor, said: “Our partnership with Playtomic is a major boost in our goals to engage, educate and excite the padel community about the Hexagon Cup.”

"We hope Playtomic’s active player network will enjoy the unique opportunity to play on our showcase court at the Plaza de Colon, and of course we hope they will also join us at our first event at Madrid Arena, to experience this innovative new teams format and the interactive Fan Zone experience on offer.”

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Playtomic co-founder Pablo Carro added: “This partnership with Hexagon Cup is completely aligned with our vision: bringing racket sports experiences to everyone for a fun and active life. We will involve our players in the event, embodying the essence of community and fun, making it the perfect partner for this outstanding event.”

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Other partners that have signed on recently to support the Hexagon Cup include sports equipment company Slazenger and beer brand Mahou San Miguel, which have signed on as official ball supplier and official beer supplier respectively.

Both partnerships were unveiled in December, with Mahou in particular having a brand presence on the competition court, and will be responsible for managing all the retail bars.

Elsewhere around the event, Portico Sport will be the Hexagon Cup’s official court supplier, while global ticketing giant Ticketmaster has also partnered with the event.

The Hexagon Cup will be broadcast in 64 countries across Europe and Asia by pan-European sports broadcaster Eurosport, which is owned by Warner Bros. Discovery, which secured the rights in December.