Aurora named Hexagon Cup broadcast production partner
December 19, 2023
Aurora Media Worldwide is headed courtside for its latest venture, as broadcast production partner to the Hexagon Cup, the new padel tournament, taking place in Madrid in February 2024.
The agency – specialising in the development and production of content across sport – will provide 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. 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 US actress Eva Longoria; Team Bella Puerto Rico; and a fan-led Hexagon Cup team.
The Hexagon Cup features six teams, each featuring a male, female and Next Gen pair who compete for a prize pool of €1 million, creating an exciting team competition and a unique experience for fans.
Lawrence Duffy, Aurora Managing Director, commented: “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,” added 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 in 2024, the Hexagon Cup will take over Spain’s historic Madrid Arena from January 31st to February 4th.