Story10 Extends Global Partnership with Hexagon Cup for Third Consecutive Year, Following Impressive Growth

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27.01.2026

Story10 Extends Global Partnership with Hexagon Cup for Third Consecutive Year, Following Impressive Growth

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.