Astrid Thams joins Hexagon Cup leadership team

Astrid Thams has become the first woman to hold an executive position in the professional padel sector.

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.

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.

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.”

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.”

Hexagon Cup features the world’s best male and female players.