Sam Asfahani is a seasoned esports marketeer with extensive experience in the sports and gaming industries. With a Bachelor of Science in Economics from the University of York, Sam has demonstrated expertise in identifying and targeting hard-to-reach demographics and casual fans by linking esports with related cultural spheres like fashion, music, and gaming. He has a proven track record of successfully designing, negotiating and implementing campaigns, activations, and leagues. Sam has served in various strategic roles, including CEO at Mercury Group Inc and CEO at OS Studios. He also had an impressive stint at the National Basketball Association (NBA), where he held several positions, including Head of Content & Media, Senior Manager - Esports, and Licensing Manager - EMEA, connecting NBA's licensing business across Europe to the NBA's Esports initiatives. He began his career as York Sport President at University of York Students' Union.