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.


The Lowry ignites artist's licensing programme thumbnail

The Lowry ignites artist's licensing programme

Manchester arts centre bolsters licensing programme for ‘matchstick man’ painter LS Lowry ahead of Tomothy Spall biopic

Pokémon detected at London retail landmarks thumbnail

Pokémon detected at London retail landmarks

Retail promotion and new branded zone at the Regent Street toy icon launch to coincide with Pokémon Detective Pikachu

The Point.1889 doubles deals for confectioner Barratt thumbnail

The Point.1889 doubles deals for confectioner Barratt

Maker of iconic Fruit Salads and Black Jacks sweets adds food, drink, novelty and health and beauty partners to growing ...

Press Releases

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

Pingu cooks up creative competition thumbnail

Pingu cooks up creative competition

Readers of lifestyle mag Lettuce Club are tasked with inventing tasty Pingu-themed recipes

Diesel Brothers game rolls out thumbnail

Diesel Brothers game rolls out

The Diesel Brothers: Truck Building Simulator video game is based on the hit Discovery Channel TV series