Sandy Adam has worked as a senior analyst for Play the Game since October 2020. Before joining Play the Game he worked as a lecturer on football business for Solent University in the UK and as a research assistant and lecturer in sports economics and management at Leipzig University in Germany.

He earned a Master of Sport Science degree from the University of Jyväskylä in Finland. In addition, he holds a Bachelor of Arts degree in International Business and has long time business experience in various areas, such as finance, marketing and sales. His research interest focuses on various aspects of sport governance and regulation. He is currently in the process of finishing his doctoral dissertation, which is concerned with corporate governance in German professional football.