Lisa Richards has joined World Wrestling Entertainment Inc. as affiliate-sales director, Western region, WWE Enterprises.
Richards had been with Starz Entertainment Group LLC, where she managed sales, marketing and point-of-sale activities for the Starz Super Pak, Starz on Demand and Starz! HD premium-movie services.
In her new role, she will be responsible for the distribution and sell-through of WWE's new products to cable and new technology distribution partners, including subscription-video-on-demand service WWE 24/7.
In other WWE news, the wrestling organization said Wednesday that a study conducted by Enigma Research Corp. found that its WrestleMania XX pay-per-view event -- held at New York’s Madison Square Garden March 14 -- resulted in an estimated $13.5 million of new economic activity for the city and created the equivalent of 96 full-year jobs, with more than 50% of them in the hospitality sector.
Spending related to WrestleMania generated $2 million in city, state and federal taxes, WWE added.
And WWE signed an agreement with Viasat Broadcasting that will launch the WWE brand throughout Scandinavia for the first time in more than one decade.
As part of the pact, international entertainment-broadcasting group Modern Times Group acquired WWE Raw and SmackDown! for broadcast across Sweden, Denmark and Norway.