Think of the highest echelons of professional padel, and you think of rankings dominated by Spaniards and Argentineans. At the Alpine Hexagon Cup 2025, while that may well be the case on the court, off it, the story is very different because, instilled since the very start by the company’s founders and leadership, the Hexagon Cup has carefully, very pointedly, positioned itself as a brand at the confluence of the established padel territories, and the new emerging markets. The eight competing teams, from celebrity co-owners to the less famous owners, have been plucked from a new world order. Teams with ownership structures from Britain, the United States, France and beyond highlight a competition intent on making padel truly global. And walk the corridors backstage at the Madrid Arena, as we’ve been fortunate to do this week, and you’ll witness the fact that the contingents of guests, coaches and industry professionals have made their way from the new padel markets such as India, South Africa, the Netherlands, UK, US and elsewhere. An ultimate crossroads of competition, investment, and global expansion, the Hexagon Cup 2025 is the true embodiment of a future vision of padel.
The Hexagon Cup is the only tournament that brings together the established padel order with its Spanish roots, alongside the upstart new kids on the block nations.
Over the last few days, as we have had the privilege to be onsite at the Madrid Arena, we’ve enjoyed seeing the top players in the world taking to the court to battle it out for their teams. However, whilst this entertainment captivates the fans, what really interests us is how this unique tournament has positioned itself as the only championships” in padel that brings together the established padel order with its Spanish roots, alongside the upstart new kids on the block.
Bridging the Established and Emerging Markets
For decades, padel has been dominated by Spain and Argentina, where a deep-rooted love of the sport has fueled a mature and competitive ecosystem. These regions bring credibility, world-class players, and an engaged fan base, for whom the sport is a deeply entrenched way of life. Yet, the Hexagon Cup is shaking things up by merging this rich tradition for the sport with the fresh energy of emerging markets. With North America, Europe, and the Middle East now catching padel fever, foreign investment through team ownership, sponsorship and media are attracting many of the emerging markets’ top representatives and business leaders. This dynamic mix is turning the Hexagon Cup into more than just a tournament; it’s turning it into a global business hub driving padel’s next phase of expansion.
A Breeding Ground for Networking
For investors, entrepreneurs, and big brands, the Hexagon Cup is a deal-making powerhouse. Padel might widely be considered – through whichever metric you choose to cite – the fastest-growing sport in the world, and by walking the corridors of the Madrid Arena and the hundreds of business professionals that booked their ticket to Madrid, it’s clear that the appeal of this industry-leading competition also lies in its booming commercial potential. With corporate-backed teams, sponsorship opportunities, and franchise deals on the table, the event is a hotbed for business and networking.
Brand activations and showcases allow businesses to engage directly with some of the industry’s top club owners, apparel brand manufacturers, marketeers and investors.
Beyond the action on the courts, the VIP and hospitality areas create the perfect setting for investors, sponsors, and executives to strike up conversations. Meanwhile, brand activations and showcases allow businesses to engage directly with some of the industry’s top club owners, apparel brand manufacturers, marketeers and investors. From cutting-edge sports tech to high-end apparel and luxury brands, the Hexagon Cup is proving itself as a prime opportunity for businesses to make an impact and engage directly with the people who are building the industry.
A Future Version of Padel on Display
If we’ve learnt anything the past five days, it’s that the Alpine Hexagon Cup 2025 was more than just an elite padel competition. By connecting the heritage markets of Spain and Argentina with the rising demand in nations such as the US, UK, and France, Hexagon has found discovered another one of its selling points, proving it to be more than just a who’s who of the Hollywood and sporting celebrity worlds. It’s proven itself a backstage business marketplace for the who’s who of padel’s present and future to discuss and determine where padel is headed. It is, in many ways, a championships that is, intentionally or not, set to accelerate the sport’s globalization. Could this five-day-long event in Madrid event be the spark that leads to a structured, team-based global league? Could it be the event that accelerates the sport’s ascent towards Olympic possibility, or should we say destiny? And is it the event that – so importantly, for padel’s prosperity – sees the event burst out of its own bubble into the true global mainstream?
Five days in Madrid, and, yes, we’d say so.
