Shanghai Sports and Entertainment Experts

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Who We Are

Ten Events Asia Ltd. is a specialized international sports events and entertainment management company based in Shanghai, China, and a pioneer in the industry in China. For nearly 30 years, Ten Events has provided exceptional results for Global 1000 Brands in a dozen countries throughout Asia, the Americas, and Europe.

The award-winning international team specializes in the promotion and staging of premium global sporting and musical performances. Headline events include The Heineken Open, The Rolex Shanghai Masters, Longines Global Champions Tour, F1 Heineken Chinese Grand Prix, Goose Island Booshkabaash, and the first mainland performances of Sir Elton John, and The Rolling Stones.

  • Longines Global Champions Tour
    Longines Global Champions Tour of Shanghai
    Held at China Art Palace in front of the iconic China Pavilion, this world-class showjumping event has been held in Shanghai since 2015. Ten Events helped with sponsorship, the venue and even with logistics companies to bring multi-million-dollar horses to China safely.
  • Rolex Shanghai Masters Tennis
    Rolex Shanghai Masters
    Tournament Director, Michael Luevano and ATP Director, Charles Smith have hosted this event in Shanghai since 1997, growing it from an ATP 250 event into one of the world’s top tennis events, having won ATP Masters 1000 “Tournament of the Year” five consecutive times.
  • UBS Chinese Formula 1 Grand Prix 4
    Formula 1 Heineken Chinese Grand Prix
    The F1 Chinese Grand Prix debuted at the Shanghai International Circuit in Jiading, Shanghai on 26 September 2004. Ten Events has been instrumental in the organization and sponsorship of this event ever since. Ten Events has also assisted with other events held at the International Circuit – a property owned by the TEA partner, JUSS Event.
  • Diamond Mile Track
    IAAF Diamond League Shanghai
    Only five years after it was first organized, the IAAF Diamond League Event has blossomed into one of the biggest international track and field events in the world. Attracting stars like Tyson Gay, it has been home to a number of record-setting performances.
  • Shanghai Masters Snooker
    Shanghai Masters (Snooker)
    Taking place as a ranking event from 2007-2017, Shanghai developed a fantastic reputation. In 2018, Shanghai Masters switched to an invitation event and the purse increased to over one million USD — making it the richest invitation event in snooker history.
  • AFL
    AFL China Game
    Ten Events Asia worked closely with both teams, Port Adelaide and Gold Coast, the venue, and the government to organize the first ever regular season AFL game ever played in China in 2017. After a successful first event, Port Adelaide signed a five-year commitment.
  • ROLEX Expands Partnership for Another Decade Renews Association from 2023 with Shanghai
    The Rolex Shanghai Masters has renewed its contract with the tournament title sponsor, the prestige Swiss watchmaker Rolex. Rolex will continue to sponsor the Shanghai Masters for the next ten years. The two parties will jointly present the Rolex Shanghai Masters from 2-15 October 2023 (including qualifying rounds) following an exciting and significant upgrade to the award-winning tournament. The partnership between Rolex and the Shanghai Masters began in 2009, when the event first came to Shanghai. Rolex is the highest-level sponsor of the Asia Pacific region’s only ATP Masters 1000 tournament and the association brought about a long-term relationship that has gone from strength to strength. In recognition of the tournament’s recognizable branding and the organizing committee’s outstanding strength in staging the event, Rolex upgraded its sponsorship level and assumed title sponsorship of the Shanghai Masters since 2010. The “Rolex Shanghai Masters” began its fantastic period as an annual event in China’s sports calendar and the region’s premier tennis tournament. The perfect combination of the tournament and the prestige brand made the Rolex Shanghai Masters the “Best ATP1000 Tournament of the Year” as voted by ATP players for five consecutive years since the tournament’s first year. This honor fully reflects the outstanding cooperation and excellence of the two parties, and expresses the ATP players’ affirmation of the experience and vibe of the tournament. In 2022, the ATP announced that the Rolex Shanghai Masters would be upgraded from 2023. The tournament schedule has been extended from one week to 12 days and will embrace the National Day Golden Week holiday. The singles draw is being expanded from 56 players to 96 players, and the tournament’s prize money will be further increased, to become one of the highest remunerated men’s tournaments in the world. The tournament upgrade opened avenues for extended cooperation with Rolex which resulted in the immediate and successful expansion of the long-standing association which has led to this new ten-year arrangement. Michael Luevano, Tournament Director of Rolex Shanghai Masters, said: “We are honored to enter this exciting new era of the Shanghai Masters together with the prestigious Rolex brand. The partnership between the two parties is set to open a magnificent new chapter for the Rolex Shanghai Masters and for sport in China.” Yang Yibin, general manager of Shanghai Juss Sports Industry Development (Group) Co., LTD., said: “We thank Rolex for their support over the years and we are very happy to continue our close cooperation with Rolex for another ten years. We will work together to promote the further development of the Rolex Shanghai Masters and for the sport of tennis in China. “Rolex’s relentless pursuit of ultimate quality coincides with the organizational and operational philosophy of the tournament. We will work with all parties to bring more exciting events to all players, fans, media and partners, and contribute more highlights to the city of Shanghai.” See you in Shanghai during the golden autumn of 2 -15 October 2023 (which includes qualifying rounds) for the new Rolex Shanghai Masters. Contact: Monique Zhu or Craig Gabriel
  • Tour de France Criterium & Carnival
  • Shui Jing Fang "One Point Win" Tournament

What We Do

Ten Events Asia Ltd. provides a fully integrated set of marketing and operational services designed to meet the specific needs of each client. We create and execute integrated campaigns and programs that achieve maximum impact.
Our extensive capabilities in sales, marketing, promotions, public relations, operations, design, communications, human resources, finance, and management are leveraged to provide maximum results.

  • Athlete/Property negotiations
  • Sponsorship Acquisition Multi-National & Chinese Domestic
  • Chinese Government & Sports Administration expertise
  • Event development and production
  • On-site execution
  • Television negotiation
  • Strategic counsel and planning
  • On-site event publicity
  • Substantial China national, local and specialty media relationships
About Us | Ten Events Asia

About Us

Since 1997, Ten Events Asia Ltd. has based its operations in Shanghai and is currently embedded in the Shanghai JUSS Event Management Co. Ltd.

Ten Events Asia is focused on developing sustainable premium events in the last major “unsaturated” professional sports market place — China. With the tremendous challenges international firms have faced in China, Ten Events is a true success story having developed partnerships with international brands and government bodies to help develop China into an international sports powerhouse. Today, Ten Events stands alone as having collective sponsorship sales in China that top 200 million USD. Both partners are the first and only foreigners to be recognized by the Shanghai Municipal Government with the highest civilian awards for their ongoing contributions to China’s sports industry.


Ten Events Asia Ltd (TEA) was founded in 1985 by Charles Humphrey Smith and Michael Luévano. Aside from the crucial role in the development of tennis in China, Smith and Luévano have been credited with transforming the country’s entertainment landscape by promoting such marquee acts as Elton John, the Rolling Stones and the World’s #1 DJ, Tiesto.

  • Charles
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    Charles Humphrey Smith
    Charles Humphrey Smith provides the visionary, strategic and business framework for TEA with over 25 years experience in the sports and entertainment industry. Besides being a former tennis professional, coach, player agent, tournament director and broadcaster, Smith has promoted, managed, and organ...
  • Michael
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    Michael A. Luévano
    Michael A. Luévano, Originally from Santa Ana California, a first generation Mexican American, born in 1962 to Andres Rafael Luevano Sr. and Maria Luévano. He is the fourth in a family of five. Michael has been in Asia for over 25 years producing and directing various sporting and entertainment even...


Upcoming Events

Tour de France Certerium & Carnival

May, 2023

Shanghai Snooker Masters

September 2023

Rolex Shanghai Masters

October 3-17, 2023

IAAF Diamond League Track & Field Championships

Coming in 2023

Shui Jing Fang "One Point Win" Tournament

Coming in 2023

Heineken F1 Chinese Grand Prix

April 2024

Global Champions Tour

May 2024


Ten Events Asia has a long history of working with some of the most influential and well respected brands in the world. Maintaining a good relationship with our partners is paramount to our business. Because of our honest and friendly relationships with our clients, the vast majority of our partnerships have last a number of years. Please do not hesitate to contact us if you are interested in working together.












Contact Us

Please contact us if you are interested in joining or cooperating with Ten Events Asia.

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