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

WWE appoints new SVP Consumer Products thumbnail

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.


Interview: “We don’t create for kids, we create with kids” thumbnail

Interview: “We don’t create for kids, we create with kids”

Noel Donegan, who co-founded Zulleon with his wife Luz, discusses the incredible rise of Ooks, their unique digital property where ...

Mip 19: Cosmos-Maya launches distribution division thumbnail

Mip 19: Cosmos-Maya launches distribution division

WowKidz Distribution will launch at next week's Mipcom and aims to “negate the geographical and language barrier for content” into ...

Toon2Tango unveils its futuristic first production thumbnail

Toon2Tango unveils its futuristic first production

Rebel Nature, the first IP from Ulli Stoef’s new studio, paints a stark vision of near-future Earth with a licensing ...

Press Releases

Elmo’s World comes to UK’s Tiny Pop in 2020 thumbnail

Elmo’s World comes to UK’s Tiny Pop in 2020

Kids’ TV channel expands its Sesame Street content with new series of short-form, interactive episodes

Milkshake picks up Pirata & Capitan S2 thumbnail

Milkshake picks up Pirata & Capitan S2

UK kids’ block acquires second series of the Millimages pre-school animation after successful first run

Moorcroft is Chelsea’s Choice thumbnail

Moorcroft is Chelsea’s Choice

Moorcroft and RHS present the limited-edition vase Chelsea’s Choice, celebrating Chelsea Flower Show 18 Plant of the Year

Henson back catalogue hits Amazon thumbnail

Henson back catalogue hits Amazon

More than 100 days’ of The Jim Henson Company’s content including Fraggle Rock now streaming on Amazon Prime Video