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December 19, 2023

Aurora Scores Smash Hit Broadcast Partnership with Hexagon Cup

By the Hexagon Cup team

London: 19 December - Aurora Media Worldwide is headed courtside for its latest venture, as Broadcast Production Partner to the Hexagon Cup, the brand-new padel tournament, taking place in Madrid in February 2024.

The multi award-winning agency renowned for capturing innovative and stunning visual storytelling across sport, adventure and lifestyle, will provide the ground-breaking live action, highlights programming and behind-the-scenes content across multiple platforms, as this new tournament looks to make its mark in the world of padel.

As part of the coverage Aurora will produce a five-day world feed distributed with broadcasters around the world including Eurosport and discovery+, as announced last week. 

Padel is the world’s fastest growing global sport, with conversations increasingly moving towards it becoming a future Olympic sport. 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 Rafa Nadal Academy powered by Richard Mille team; RL9 by the Barcelona FC footballer Robert Lewandowski; Team AD/vantage by legendary tennis player Andy Murray; ElevenEleven Team USA, owned by U.S actress Eva Longoria; Team Bella Puerto Rico; and a fan-led Hexagon Cup team.

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, creating an exciting team competition and a unique experience for fans.

Lawrence Duffy, Aurora Managing Director, said: “ We are seeing a global explosion of interest in padel. The Hexagon Cup’s goal is to create a compelling viewing experience which not only excites the purist padel fans, but also draws in new audiences who love fast paced action, and are intrigued about this new sport. We are thrilled to be involved with such a stellar cast list in what looks sure to be a world class event.”

“The Hexagon Cup vision is built around creating a premium sporting experience, says Simon Freer, Chairman of Hexagon Cup. “We are new to the padel calendar and have high ambitions but we now need to be able to prove them. Having helped a host of sports start-ups to deliver high quality broadcast shows, winning awards for innovation along the way, we are delighted to be working with the Aurora team to bring our vision to life, and attract new global audiences for the sport we love.”

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 will be 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 champion will be crowned. 

Tickets for this historic first edition of the star-studded event can be purchased now from €20 via

About Hexagon Cup

Under the motto “For the Fans. For the Players. For the Game”, this revolutionary competition was born with the ambition of offering a new and disruptive approach, as well as the firm purpose of transforming the sport of padel. To do this, it has designed a completely new format in which six teams made up of three couples each (one male couple, one female couple and one made up of stars of the future) will compete to win a one-million euro prize fund.

The inaugural Hexagon Cup event will take place at Madrid Arena, from 31 January to 4 February, 2024. For further updates follow @HexagonCup on Instagram, X, and LinkedIn.  

About Aurora:

Established in 2012, Aurora, an All3Media company, is a multi-award-winning, fully integrated content agency specialising in the development and production of exhilarating content across sport, action and adventure. Headquartered in London, Aurora works in more than 50 countries around the world with innovative rights holders, broadcasters, platforms and brands including Formula E, Extreme E, FIFA, SailGP, Super League Triathlon, NitroCross, Olympic Channel, Jaguar, Royal Commission for AlUla. The company has received many industry awards including Sustainability Champion of the Year at the Broadcast Sport Awards and Best Use of Remote Production at the Broadcast Tech Awards. 

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