Fanatics CEO Michael Rubin’s historic march through the sports business is taking another big step — this time into the lucrative world of live events.

On Thursday, Fanatics announced an equity deal with Endeavor-owned IMG to create Fanatics Events, a new live-events business. Majority-owned by Fanatics, the venture will begin with a focus on sports collectibles before broadening through “acquisitions, joint ventures, and new event launches.”

Lance Fensterman was newly hired as CEO of Fanatics Events after a prior role leading pop culture events business ReedPop, which produces major events such as the New York Comic Con. Fensterman is excited to provide “an opportunity to celebrate all aspects of fandom.”