Hexagon Cup appoints OVG International to lead Commercial Sales and Strategy

Hexagon Cup, the brand-new padel tournament on a mission to transform the sport of 20 x 10, has appointed Oak View Group International (OVG International) to oversee its commercial and sponsorship sales strategy.

The Hexagon Cup, launched earlier this month, is an annual, global padel exhibition, taking place January 31^st to 4^th February 2024 at the Madrid Arena, which will see the world’s top male, female and ‘next gen’ players join forces in teams to compete for a huge one million euros prize fund.

Sam Piccione III, President, OVG International, said:

OVG is excited to partner with the Hexagon Cup and their entrepreneurial exec team at such a key stage in its commercial development. Our missions, to disrupt the status quo and reimagine industries, are perfectly aligned.

Padel is the world’s fastest growing sport, with vast potential. Working together, OVG will support Hexagon Cup to optimise sponsor opportunities and create an exciting sports business proposition for brands starting with this first event and growing long term.

Over the last few years, padel has experienced unparalleled growth that has led it to becoming one of the fastest growing, most exciting new sports propositions globally, with Argentina, Spain, Mexico, France, Sweden and the Middle East all leading the way.

In Spain, the number of federated players has doubled since 2013, and last year almost 2,000 new padel clubs were started. 8,200 new padel courts were also built in 2022 with expansion expectations aiming to reach a total of 85,000 courts by 2026, which is more than double the current figure. Studies such as the Global Padel Report 2023 also predict the padel sector will grow to a volume of 6,000 million euros in 2026.

Co-op Live is a headline sponsor for ALSD International 2023, with a high-level delegation from Oak View Group to be in attendance. Optimising revenue through New Builds, Renovations & Service Expansions is the key focus of this industry-leading event, at which Co-op Live’s Gary Roden, Becci Thomson and Sara Tomkins are some of the 80+ speakers.

Hexagon Cup’s visionary founders are rooted in the sports industry. Based on an idea born and developed by the main founders of Formula E, it was then turned into a reality by the best professionals of the padel and sports ecosystem.

Well-known for having founded Formula E, Extreme E and E1, the Hexagon Cup founders have sports disruption, innovation and creativity built into their DNA. They are passionate about respecting the true heritage of padel, whilst using their collective sporting experiences to drive the fanbase for the sport to new global audiences.

Simon Freer, Chairman of Hexagon Cup, said:

Oak View Group is a global heavyweight in sports and entertainment commercial sales and has earned a reputation for providing innovative partner solutions.

OVG’s portfolio includes iconic venues and properties, and we feel incredibly excited about the opportunities to apply their world-class insights and commercial direction to Hexagon Cup and the world of padel.

Born under the slogan “For the Fans. For the Players. For the Game”, the innovative Hexagon Cup project will see players combine with leading names from global sports and entertainment to create a truly exciting new team competition and fan experience. Creating an attractive event for brands to get behind and activate with a compelling fanbase.

Further updates on Hexagon Cup’s teams, players and partnerships will be made over the coming weeks.