CSTS Hospitality named exclusive UEFA Euro 2028 agent for key Asian markets
CSTS Hospitality, a joint venture between CSTS Enterprises and Shankai Sports, has been appointed exclusive sales agent for UEFA Euro 2028 official hospitality packages across six Asian markets including Hong Kong and mainland China.
CSTS Enterprises announced on 6 October the launch of CSTS Hospitality and its appointment as exclusive sales agent for UEFA EURO 2028 Official Hospitality packages across mainland China, Hong Kong, Macau, Taiwan, Singapore and South Korea.
CSTS Enterprises is an integrated media, entertainment, sports and travel technology group. CSTS Hospitality has been launched as a joint venture between CSTS Enterprises and leading sports management company Shankai Sports, to deliver premium sports hospitality and event experiences. It was appointed as the only authorised sales agent for UEFA EURO 2028 Official Hospitality across key Asian markets by BEYOND Hospitality, the tournament’s Official Hospitality provider.
UEFA EURO 2028 will feature 24 top European teams and take place from 9 June to 9 July 2028. It will be held across nine stadiums in eight host cities in the United Kingdom and Ireland.
Jaime Byrom, executive chairman of BEYOND Hospitality, said BEYOND selected CSTS Hospitality as its exclusive partner because of their shared mindset and business philosophy, complementary experience and assets, and CSTS’s ability to combine cutting-edge technology with high-touch human service. He also noted CSTS’s deep understanding of the Greater China and Asian markets, as well as the long-term loyalty of Shankai’s clients.
Abel Zhao, chairman of CSTS Hospitality and chief executive of CSTS, said that while about 80 per cent of customers can be served through premium hotels and standard products, 20 to 30 per cent require highly tailored experiences. He highlighted CSTS’s combination of advanced travel technology and high-touch human service for complex, high-value cases, as well as customised corporate services integrating travel policies, expense management and data analytics.
Zhao noted that despite global economic fluctuations, the hospitality business remains resilient because people continue to travel and businesses still need to grow. Sports hospitality typically serves corporations and high-level individuals, and many Chinese businesses use it as part of their strategy to serve key clients and employees.
With operational hubs in both Hong Kong and New York, CSTS positions Hong Kong as a bridge between East and West. “Asia is our hub,” Zhao said. “Hong Kong sits right in the middle of Asia. We want to bring more mega events here and connect overseas intellectual properties and events with regional audience.” Larry Zheng, chief executive of CSTS Hospitality, revealed that sales have already reached millions of pounds, with Greater China outperforming even the local market in the United Kingdom since BEYOND launched its sales program on 1 September.