STORY10, the sports video production and distribution agency, has announced the extension of its partnership with the GENERALI Hexagon Cup for a third consecutive year, reinforcing its role in supporting the growth and international profile of one of padel’s most innovative team competitions.
The agency has been instrumental in expanding the Hexagon Cup’s global footprint across its first two editions, delivering close to 50 per cent growth in overall media exposure. Through its distribution network of more than 800 broadcast partners and over 2,000 digital platforms, Story10 has produced and delivered highlights, previews and post-event coverage used by more than 400 media outlets in the past two years. This coverage has reached a total addressable audience of over 930 million households across more than 90 markets, according to the media release.
The GENERALI Hexagon Cup will be held at Madrid’s Caja Mágica from 28 January to 1 February. The tournament features a distinctive team-based format, with each team comprising one men’s pair, one women’s pair and one Next Gen pair. Eight teams will compete in this year’s edition, each fronted by prominent owners from sport and entertainment, including Andy Murray, Anthony Joshua, Eva Longoria, Pierre Gasly, Maribel Nadal, Robert Lewandowski and Kun Agüero.
SNTV managing director James Dobbs said, “We are delighted to extend our partnership with the Hexagon Cup for a third year. Padel continues to grow at an extraordinary pace and the Hexagon Cup has become a true showcase for the sport’s energy, innovation and global appeal. Story10 is proud to bring this compelling competition to audiences around the world and to help strengthen its position on the international sporting calendar.”
Hexagon Cup commercial managing director Astrid Thams added, “The Hexagon Cup was born out of the ambition to introduce a team-based padel format capable of taking the sport to a new level and connecting with global audiences in an innovative way. Continuing our collaboration with Story10 is essential to further expand the tournament’s international reach and to establish the Hexagon Cup as a flagship event on the global sports calendar.”
