Shanghai Sports and Entertainment Experts

Contact Us

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.
  • Tour de France Criterium & Carnival
    The Tour de France Skoda Shanghai Critérium blazes a trail for international cycling as the finest Tour de France riders and China’s cycling stars go head-to-head in this dynamic event. Held in Shanghai’s bustling Pudong district, the Critérium celebrates the union of two cultures and the shared passion for cycling, paving the way for future collaboration and growth in the sport.
  • Shui Jing Fang "One Point Win" Tournament
    The Shui Jing Fang “One Point Win” Tournament has become a fan-favorite for the tennis community in Shanghai. The event takes place at Qizhong Tennis Center every year and has a 512-player draw, big cash prizes and an incredibly exciting format for both fans and participants.
  • Shanghai Sharks
    Shanghai Sharks
    The Shangai Sharks are perenially one of the top teams in the NBA. As a key player in the Chinese sports landscape, they contribute to the growth of basketball in China, while also participating in the ongoing exchange of talent and ideas within the global basketball community.

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
    View Profile
    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
    View Profile
    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 2-15, 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.

    What is 9 x 1