Fanatics, the sports-focused company led by CEO Michael Rubin, wants to create a Comic-Con for sports fans.

The WWE and Fanatics Events have set details for “WWE World at WrestleMania,” a five-day interactive fan experience taking place from Thursday, April 4 through Monday, April 8 at the Pennsylvania Convention Center in Philadelphia.

Fanatics is launching a new events vertical, in partnership with IMG, to capitalize on the company’s growing suite of business ventures, including merchandise, memorabilia, fashion, music, trading cards and sports betting.