WWE appointed Sarah Cummins—named a 2017 “Game Changer” by SportsBusiness Journal—as senior vice president, consumer products. Cummins will oversee the implementation of WWE’s  global consumer products business, including licensing, e-commerce, venue sales, home entertainment, and publishing.  At retail, WWE is a $1 billion global brand annually, with partnerships for the creation of products including toys, video games, collectibles, and more.

Cummins brings more than 25 years of marketing, licensing, media, and business development experience to WWE. She was head of business development amd 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, overseeing retail development and operations for the U.S. Open Tennis Championships.

Additionally, Cummins was vice president, licensing and custom sales at Vineyard Vines, in which she managed more than 250 collegiate, NFL, MLB, and NHL licenses. There, she also 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.

She will report directly to WWE Chief Marketing and Communications Officer Brian Flinn.