WWE picks chief for global drive

Marketing 13-Oct-04

World Wrestling Entertainment (WWE) has hired Jonathan Sully, former European marketing director for Hasbro, to lead its £10m global expansion strategy.

Sully has been appointed to the new post of vice-president for international marketing to head a global licensing campaign to boost awareness of wrestling.

WWE, which has partnered with The Sun to offer a wrestling DVD through a token-collection promotion, is looking to expand its licensee programme beyond its core toys and video games.

Sully said that he wanted to build a 'lifestyle positioning' by branding products such as clothing, mobile phones and household goods. 'We want to follow the success of our TV programming and events with sponsorship and promotional partners,' he added.

WWE is drawing up a shortlist of advertising and promotional agencies to develop its marketing communications programme.

Sully left Hasbro this year after six years at the firm.