WWE announced the appointment of Sarah Cummins as senior vice president, consumer products. Prior to joining WWE, Cummins was head of business development & strategic partnerships at New York Road Runners Inc.
Cummins will be responsible for overseeing the implementation of WWE’s global consumer products business, including licensing, e-commerce, venue sales, home entertainment and publishing. She will report directly to WWE Chief Marketing & Communications Officer Brian Flinn.
Cummins brings more than 25 years of marketing, licensing, media and business development experience to WWE. At New York Road Runners, Inc., 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, Cummins 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.
Cummins was named a 2017 “Game Changer” by SportsBusiness 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.
WWE businesses include television programming, pay-per-view, digital media and publishing platforms. WWE’s TV programming can be seen in more than 800 million homes worldwide in 25 languages. WWE Network, the first-ever 24/7 over-the-top premium network that includes all live pay-per-views, scheduled programming and a massive video-on-demand library, is currently available in more than 180 countries.