Broadcast sportsbiz

Hexagon Cup scores ITV’s first padel deal

January 16, 2024

The Hexagon Cup, the innovative new padel tournament has secured ITV as its UK broadcast rights holder as it prepares for its first event, starting at the end of this month in Madrid.

A major coup for the tournament in its inaugural year, the deal will see the Semi-Finals (Saturday 3 Feb) and the Finals (Sunday 4th Feb) live streamed on ITVX, with a highlights programme shown on ITV4.

The partnership marks the first time ITV has ever broadcast a live padel tournament and confirms the growing interest the sport is attracting, in the UK, and across the world.

The Hexagon Cup has gained widespread acclaim for its innovative and equality-based team format, top-tier padel players, and celebrity teams including the prestigious names of the Team AD/vantage by legendary tennis player Andy Murray, ElevenEleven Team USA, owned by U.S actress Eva Longoria, Rafa Nadal Academy powered by Richard Mille team, and RL9 by the Barcelona FC footballer Robert Lewandowski. 

Tim Godfrey, Strategic Advisor, Hexagon Cup, says: “This partnership with ITV marks a major win, not only for the Hexagon Cup which now has a leading, free-to-air home in the UK, but also for British padel fans who are picking up a passion for the playing the sport, and can now watch the best players in the world, live and free.”

The championship’s global TV coverage will be produced by London based sports innovation specialists Aurora Media Worldwide.

Niall Sloane, Director of Sport, ITV, added: “We are looking forward to ITV X showcasing this exciting new sport which has caught the attention of so many fans.”

Hexagon Cup Team Owner Andy Murray, who has already made an investment in padel in the UK with Game4Padel, is partnering with Arran Yentob and Dani Vallverdu, founders of AD Global Sports as Co-Owners. AD Global Sports was set up to invest in the development of sports in the UK and globally.

The partnership reunites Dani Vallverdú with Andy Murray, whom he coached from 2010 to 2014, during which time Murray won his first Olympic gold medal at London 2012, and two Grand Slams at the 2012 US Open and the 2013 Wimbledon Championships.

‍Team AD/vantage Co-Owner Arran Yentob commented: “Padel is gaining more and more traction and attention in the UK. Having ITV confirmed as the Hexagon Cup’s UK broadcast channel is great news for all fans and we hope will create more excitement and engagement in the sport itself and hopefully support for team AD/Vantage!

Born under the motto “For the Fans. For the Players. For the Game”, the Hexagon Cup features six teams, each featuring a male, female and Next Gen pair who compete for an impressive prize pool of one million euros.

For its first event, the Hexagon Cup will take over the country’s historic Madrid Arena from January 31 to February 4. During the tournament itself, the six teams are divided into two qualifying groups and compete in a series of exciting head-to-head matchups. Only the top two teams from each group will advance to the finals, where the inaugural Hexagon Cup champions will be crowned.

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