Story10 Extends Global Partnership with Hexagon Cup for Third Consecutive Year, Following Impressive Growth
London, UK – 27 January 2026: Story10, the global sports video production and distribution agency, has announced the renewal of its partnership with the GENERALI Hexagon Cup for a third consecutive year, supporting the continued growth and global visibility of one of padel’s most innovative team competitions.
Story10 has played a key role in amplifying the Hexagon Cup’s global reach across its first two editions, delivering nearly 50% growth in total media exposure. Leveraging its distribution network of more than 800 broadcast partners and 2,000+ digital sites, Story10 has delivered highlights, previews and post-event coverage that has been used by 400+ media outlets over the past two years, reaching a total addressable audience of 930m+ households across 90+ markets.
Set to take place at Caja Mágica in Madrid from 28 January to 1 February, the GENERALI Hexagon Cup brings together the sport’s elite in a unique team-based format, with each team consisting of one male pair, one female pair and one Next Gen pair. Eight teams will compete in this year’s edition, each led by high-profile owners from the worlds of sport and entertainment, including Andy Murray, Anthony Joshua, Eva Longoria, Pierre Gasly, Maribel Nadal, Robert Lewandowski and Kun Agüero.
James Dobbs, Managing Director of Story10’s parent company SNTV, 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.”
Astrid Thams, Commercial Managing Director of the Hexagon Cup, 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.”
Launched by SNTV in 2021, Story10 helps the world’s leading brands, federations and sports organisations place themselves and their messaging at the heart of the sports news agenda. SNTV is a joint venture between The Associated Press and global sports, events and representation company, IMG.
About Hexagon Cup
Hexagon Cup is the event that has revolutionised the world of padel. Under the motto “For the Fans. For the Players. For the Game,” it delivers a unique sporting and entertainment experience on a par with the world’s leading global sports events.
Following the great success of its inaugural edition in 2024, the tournament held its second edition in 2025 at the Madrid Arena, exceeding all expectations and breaking attendance and audience records. Preparations are already underway for the GENERALI Hexagon Cup 2026, which will take place from January 28 to February 1, 2026, at Caja Mágica.
The tournament features an innovative team-based format, expanded to eight teams in its second edition, bringing together the world’s top professional players across men’s, women’s and Next Gen categories. Teams are led by high-profile figures such as Sergio “Kun” Agüero, the Taktika Padel group led by Gabriel Pérez & Edu Conde (Krü Padel by Taktika); Eva Longoria, Pepe Bastón & Dani Homedes of Dara Sport (ElevenEleven); the Rafa Nadal Academy (Rafa Nadal Academy Team by COX); Pierre Gasly & Loic Fery (10 Padel Alpine); Andy Murray, Anthony Joshua, Arran Yentob & Dani Vallverdu of AD Global Sports (AD/vantage Padel Team); Robert Lewandowski (RL9 Padel Team); María Esteve & Carlos López-Lay (Team Bella Puerto Rico); and the Hexagon Cup FANS (Hexagon Team).
Learn more about Hexagon Cup: hexagoncup.com
About Story10
Story10 is a global sports video production and distribution agency specialising in authentic storytelling that engages audiences worldwide. Leveraging the extensive broadcast and digital network of its parent company, Story10 delivers premium sports content and analytics that help rights-holders, federations and brands maximise reach and impact across platforms.