Astrid Thams Labayen 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.
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.
With this commercial leadership role, Thams becomes the first woman to hold a top executive position in the professional padel competition sector.
The appointment 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, said: "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.”
Commenting on her new role and the challenge of establishing the Hexagon Cup as the world’s leading professional team-based padel competition, Thams said "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.”
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