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Sam Asfahani has held several roles over the years. Sam is currently the CEO of Mercury Group Inc., which focuses on entertainment solutions and has several verticals. Prior to this, they were the CEO of OS Studios, a gaming and esports creative services company. Before this, from 2012-2018, they worked for the National Basketball Association (NBA) in various positions, including Head of Content & Media for the NBA 2K League and Senior Manager of Esports. Sam also managed key licensees in Europe, Middle East, and Africa, oversaw local licensee business, and grew the NBA's premiums business across the region. Prior to their work with the NBA, they were the York Sport President at the University of York Students' Union, where they managed the sport offering, membership, and club revenue.

Sam Asfahani obtained a Bachelor of Science in Economics from the University of York, but the start and end years of their enrollment are unknown. Prior to that, between the years 2000 and 2007, they went to Wilson's School where they studied Economics, Mathematics, and Classical Civilisation. Sam did not receive a specific degree from this institution.