The second Hexagon Cup season will take place in Madrid from January 29 to February 2. (Credit: Hexagon Cup)

The Hexagon Cup padel tournament has announced a new partnership with German sportswear heavyweight adidas ahead of its second season.

Under the agreement, the brand will become the official racket and bag sponsor for the second edition of the competition which will take place at the Madrid Arena from September 15 to 22.

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In addition, Adidas will have a strong presence during the tournament and throughout promotional activities to be held in the weeks leading up to the event, such as the padel court and fan zone.

The deal was negotiated with All For Padel, a Spanish company with the exclusive global license to develop and market Adidas padel, pickleball, and beach tennis products since 2013.

Astrid Thams, commercial managing director of Hexagon Cup, said: “It's fantastic news for Hexagon Cup to partner with a brand like Adidas for the tournament's second edition.

“We are proud to have the best partners in the industry, and Adidas brings an unparalleled global vision for the sport. It is a brand that knows the most significant sports competitions worldwide.

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“This partnership strengthens one of our main goals and helps us continue to grow, all the while adhering to the highest standards in world sports.”

The inaugural Hexagon Cup took place in Madrid earlier this year and was launched by founders Enrique Buenaventura, Simon Freer, Alejandro Agag, and Alberto Longo, who are well-known for having founded Formula E, the Extreme E electric off-road racing series, and the E1 all-electric powerboating competition.

The event is described as padel’s first World Cup for private teams. It features men’s and women’s players competing in teams for an equal prize fund of €1 million ($1.09 million).

Owners of the six Hexagon Cup franchises include tennis stars Andy Murray and Rafael Nadal's academy, soccer player Robert Lewandowski, and Hollywood actress Eva Longoria.

Read: Q&A with Hexagon Cup co-founder Enrique Buenaventura