STAMFORD: World Wrestling Entertaiment (WWE) Monday named Sarah Cummins as the new senior vice president (SVP) of its consumer products division. With 25 years of experience in the industry, she will be responsible for overseeing the implementation of WWE’s licensing, e-commerce, venue sales, home entertainment and publishing. She will report directly to WWE CMO Brian Flinn.
Prior to joining WWE, Cummins was the 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 its MD, where she oversaw retail development and operations for the US Open Tennis Championships.
Cummins also has experience working with luxury brands as the founder of Cashmere Ventures, a boutique agency. She 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.
