• The international insurance company gives its name to the tournament, which will now be called Generali Hexagon Cup 2026
• The sponsorship reinforces Generali’s commitment to sport as a source of diversity, inclusion, and the promotion of equality
Madrid, December 10, 2025. – Generali is taking a decisive step in its commitment to sport and is entering the world of padel for the first time as the main sponsor of the Hexagon Cup 2026, the tournament that has revolutionized the discipline and will take place from January 28 to February 1 at the Caja Mágica. Under this agreement, the tournament will be renamed Generali Hexagon Cup and aims to establish itself as an essential event for padel fans around the world.
This sponsorship connects Generali with a sport followed by more than six million people in Spain—one that is enjoyed among friends, with closeness and enthusiasm. The alliance seeks to accompany people in the spaces where they have fun, supporting a sport in constant growth and one that reflects a way of understanding life: together, active, and with purpose.
The Generali Hexagon Cup 2026 will bring together the world’s best male and female players at the Caja Mágica in a format that blends elite competition, emerging talent, and unfiltered spectacle. With Generali’s support, the tournament will continue strengthening its role as a leading platform for professional padel and as a meeting point for a rapidly expanding global community. This alliance will propel padel into a new dimension, bringing it closer to more fans, more countries, and new opportunities for growth.
Generali’s presence will be felt both on and off the court, with activations designed to offer fans memorable experiences and reinforce the emotional connection that has turned padel into an international phenomenon.
“Generali’s arrival marks a turning point for the tournament,” said Astrid Thams, Commercial Managing Director of Hexagon Cup. “We share a clear vision of how this sport can grow, and we are convinced that this alliance will allow us to elevate the experience of players, teams, and fans to a completely new level.”
Carlos Escudero Segura, CEO of Generali Spain, stated: “At Generali, we believe that sport is a powerful tool to generate well-being and social cohesion. This agreement with the Hexagon Cup allows us to promote these values and connect with people through an experience that aligns with their passion and lifestyle. We want to be where our customers live and enjoy themselves, accompanying them with the same commitment that defines us.”
Generali and its Commitment to Sport
Generali Spain maintains a strong track record in sports sponsorship, supporting disciplines that embody values such as effort, resilience, and teamwork. The company is an official sponsor of the Málaga Marathon, supports women’s hockey through the Palau Solità i Plegamans team, and was for eight years the main sponsor of the Spanish National Rugby Team. These initiatives reflect Generali’s commitment to both mainstream and minority sports, fostering diversity and inclusion, and promoting sport as a source of equality and opportunity for everyone