## Generali Sponsors The Hexagon Cup,Expanding sports Portfolio
Generali has become the latest title sponsor of The Hexagon Cup,a unique team-based tennis competition. This partnership marks a important move for the insurance group, further solidifying its presence in the world of sports sponsorship.
The collaboration will encompass both on-court and off-court activations, designed too engage fans and elevate the event experience. Previously, French sports car manufacturer Alpine held the title sponsorship for the competition’s second edition last year.
### A Growing Commitment to Sports
Generali’s involvement in sports isn’t new. I’ve found that consistent sponsorship demonstrates a long-term commitment to brand building. The group previously enjoyed an eight-year partnership with the Spanish national rugby team. Currently, they also support the Malaga Marathon, showcasing a diverse sports portfolio.
### What is The Hexagon Cup?
The Hexagon Cup is a relatively new event, launched by a team of experienced motorsport founders. Enrique Buenaventura, Simon Freer, Alejandro Agag, and Alberto Longo - names well-known in Formula E and Extreme E – are the driving forces behind this innovative competition.
Its inaugural edition took place in Madrid earlier in 2024. Here’s what works best: the competition’s team format and fast-paced nature are designed to attract a new audience to tennis.
### Looking ahead
The organizers of The Hexagon Cup have ambitious plans for the future. Their focus is on globalization and professionalization as they head into the second year of the competition in 2025. This vision aligns with Generali’s goals of reaching a wider audience and strengthening its brand recognition through strategic partnerships.
You can expect to see continued growth and innovation from the Hexagon Cup,backed by Generali’s support. This sponsorship represents a win-win for both parties, promising an exciting future for the competition and a valuable platform for Generali’s brand.
