With a successful track record in leading companies such as Real Madrid, Adidas, and Fanatics, Astrid joins Sergio Lewin in the general management of Hexagon Cup, aiming to steer it towards new international horizons.
The Spaniard becomes the first woman to hold an executive position in the professional padel competition sector.
Tuesday, 17th September 2024, London, UK / Madrid, Spain: Astrid Thams has been officially announced as Commercial Managing Director of Hexagon Cup, joining Sergio Lewin, Operations and Sporting Managing Director, in leading the world’s premier team-based padel competition.
With an outstanding career in international sports, Astrid Thams is breaking new ground by taking on a key role in Hexagon Cup, a tournament that has revolutionised padel globally. Thams' extensive experience includes working with some of the world’s most influential sports organisations, such as Real Madrid, Adidas, and Fanatics, where she played a pivotal role in business development, international licensing, and commercial strategy.
Astrid Thams: A globally successful career
Astrid Thams' impressive résumé speaks for itself, showcasing her ability to manage large-scale projects. From her role in global licensing strategy at Real Madrid C.F., to her leadership at Adidas, and most recently, her position as Vice President of Strategic Retail at Fanatics.
Her career has been defined by her capacity to drive growth and expansion in every organisation she's worked with. Thams' vast experience across markets such as the UK, Germany, the US, and Australia, along with her expertise in managing major international sporting events like UEFA Euro 2020, the Cricket World Cup in Australia, and Harry Styles' successful world tour, makes her the perfect choice to elevate Hexagon Cup into an even more influential global competition. With this commercial leadership role, Thams becomes the first woman to hold a top executive position in the professional padel competition sector.
Hexagon Cup Takes a Decisive Step Forward
The addition of Astrid Thams marks a pivotal moment in the ambitious future of the Hexagon Cup. Under her leadership, alongside Sergio 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 revolutionary format has drawn global attention since its debut in 2024.
Enrique Buenaventura, the founder of Hexagon Cup, expressed his satisfaction with the appointment: "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."
Sergio Lewin echoed this sentiment, adding, "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."
A Vision for the Future of Professional Padel
Astrid Thams is set to face a new challenge: establishing the Hexagon Cup as the world’s leading professional team-based padel competition and doing so at a crucial time for the sport’s growth. "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 the Spanish executive.
With Thams at the helm, the Hexagon Cup not only strengthens its position as a leader in team-based padel, but it also takes a bold step into the future, driving the sport forward globally while solidifying the role of women in the leadership of major sporting events.
About Hexagon Cup
Hexagon Cup is the event that has revolutionised the world of padel. After its first edition in January 2024, Hexagon was born under the motto "For the Fans. For the Players. For the Game" and offers a unique sporting experience. Following the great success in 2024, it will hold its second edition at the Madrid Arena from January 29th to February 2nd 2025. The tournament presents an innovative team format where the world’s best male, female, and Next Gen professional players join forces to compete in teams led by renowned figures such as Eva Longoria (USA), Rafa Nadal Academy (Spain), Andy Murray (UK), Robert Lewandowski (Poland), Carlos Lopez-Lay (Puerto Rico), and others. The event is complemented by a range of experiences surrounding the competition, on par with other major global sporting events.
Contact Information:
Nira Juanco: Communications department
nj@hexagon.cup I +34 608688738
Alba Saiz: Head of Communications
as@hexagoncup.com I +34 660536772
Manu Arenas: Press Officer
ma@hexagoncup.com I +34 676258409
Social Media: Hexagon Cup