WWE appoints new SVP Consumer Products

Sarah Cummins takes up the role and will be responsible for steering licensing, ecommerce and home entertainment divisions

Written by Rhys Thomas

Posted 08.01.2019 | Entertainment

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WWE has named Sarah Cummins as its new Senior Vice President, Consumer Products.

With a background in licensing and strategic partnerships, Sarah will be responsible for overseeing the implementation of WWE’s global consumer products business in the new role. This includes steering licensing, ecommerce, venue sales, home entertainment and publishing.

She will report directly to WWE Chief Marketing and Communications Officer Brian Flinn.

Sarah brings more than 25 years of marketing, licensing, media and business development experience to WWE. Prior to joining WWE, she was Head of Business Development and Strategic Partnerships at New York Road Runners, Inc., where she led the organization’s sponsorship, media distribution and licensing efforts. She also spent more than 15 years at the United States Tennis Association, most recently as MD, where she oversaw retail development and operations for the US Open Tennis Championships.

Prior to that, Sarah was Vice President, Licensing and Custom Sales at Vineyard Vines where she managed more than 250 collegiate, NFL, MLB and NHL licenses, and delivered the company’s first worldwide sponsorship, licensing and retail rights with the Kentucky Derby.

Sarah was named a 2017 “Game Changer” by SportsBusiness Journal. She earned a Bachelor of Arts degree, cum laude, from Boston College.


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