As Senior Vice President of Consumer Products Licensing for the National Hockey League, James Haskins oversees the NHL’s global consumer products business. In his more than 30 years with the NHL, he has been central to the development of the NHL’s consumer license business strategies that have helped drive unprecedented revenue growth and brand awareness.

Haskins is credited with developing an omni retail blueprint that has transformed the NHL’s consumer products licensing business by elevating the arena concessions experience, exponentially expanding the e-commerce landscape, and increasing product distribution to a broader array of retailers. In his role, he directs a premium licensed product portfolio featuring best in class manufacturers across a wide variety of categories, including new uniforms and special outdoor game collections, and entertainment collaborations contributing to more than 1.2B in annual retail sales.

He graduated from Stetson University in 1988 and received his Master of Business in Sports Management from Springfield College. Prior to joining the NHL, Haskins worked for the New York Football Giants and New York Mercantile Exchange.