Slazenger, the sports equipment company, and beer brand Mahou San Miguel have been unveiled as commercial partners of the inaugural Hexagon Cup, the new padel tournament.
Through the agreements, Slazenger will serve as the official ball supplier of the competition while Mahou will be the official beer supplier.
Mahou will have a brand presence on the competition court and will be responsible for managing all the retail bars.
In addition, it will also have a presence in the VIP hospitality areas, as well as at various events organized by the Hexagon Cup in the run-up to the start of the tournament, where the brand will have a stand for fan engagement.
The event will debut in Madrid, Spain next year between January 31 and February 4.
Slazenger has had a long-standing presence in tennis and is now establishing itself in the padel market.
The brand has most notably served as the official tennis ball supplier to the prestigious Wimbledon grand slam since 1902, which is claimed to be the longest sporting sponsorship in history.
The Hexagon Cup has now secured three new partners this month after also signing up Portico Sport as the event’s official court supplier. The tournament also recently agreed to a partnership with Ticketmaster.
Meanwhile, Aurora Media Worldwide, the London-based boutique media rights agency, was unveiled yesterday (December 19) as the broadcast production partner for the Hexagon Cup.
Last week, the tournament secured Eurosport, the sports broadcaster owned by media giant Warner Bros. Discovery, as a media partner in 64 countries across Europe and Asia.
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.
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.