WWE appoints ex-tennis executive for its consumer products development business

consumer products

WWE has announced the appointment of Sarah Cummins as Senior Vice President, Consumer Products. Cummins will be responsible for the implementation of WWE’s global consumer products business, including licensing, e-commerce, venue sales, home entertainment and publishing.

Sarah will report directly to WWE Chief Marketing and Communications Officer Brian Flinn. She brings in more than 25 years of marketing, licensing, media and business development experience to WWE.

Prior to joining WWE, Sarah was Head of Business Development & 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 (USTA), most recently as Managing Director, where she oversaw retail development and operations for the US Open Tennis Championships.

Additionally, Sarah was Vice-President, Licensing & 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. She also has experience working with luxury brands as founder of Cashmere Ventures, a boutique agency.

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

WWE is a $1 billion global brand at retail annually and its worldwide licensing program builds partnerships with companies around the world to create products featuring the company’s marks and logos, copyrighted works and characters in diverse categories, including: toys, video games, apparel, housewares, collectibles, sporting goods, books and more.




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