Astrid Thams has been named the Commercial Managing Director of Hexagon Cup, joining Sergio Lewin, Operations and Sporting Managing Director, in leading the team-based padel competition.

Thams’ extensive experience includes working with some of the world’s most influential sports organisations, from her role in global licensing strategy at Real Madrid, to her leadership at Adidas, and most recently, her position as Vice President of Strategic Retail at Fanatics. With this commercial leadership role, Thams becomes the first woman to hold a top executive position in the professional padel competition sector.

Under Thams’ leadership, alongside Lewin, the tournament aims to establish itself as the top team-based padel competition and become a global reference for innovation in sports. Backed by renowned figures such as Eva Longoria, Rafa Nadal, Andy Murray and Robert Lewandowski, Hexagon Cup’s format has drawn global attention since its debut in 2024.

Enrique Buenaventura, the founder of Hexagon Cup, commented: “Astrid not only brings unparalleled expertise in the commercial and licensing sectors, but she also embodies the change and evolution we want for padel. Her arrival sends a clear message that Hexagon Cup is not just leading the present of padel but also shaping its future.”

Lewin added: “Astrid’s involvement strengthens us and opens the door to new, innovative commercial partnerships for the world of padel. With her impressive track record and results, her contribution will undoubtedly help us, and the sport itself, to grow.”

“I’m excited to join the team at such a pivotal moment for padel. My goal is to continue expanding the horizons of the Hexagon Cup, building bridges between established and emerging markets, and ensuring that padel reaches new heights,” said Thams.