Think WrestleMania has nothing to offer trade show organizers? Then you have yet to get the inside scoop on Fanatics Events’ WWE World, its second-ever consumer-facing fan experience held in tandem with World Wrestling Entertainment’s annual flagship professional wrestling event, WrestleMania. 

WWE World made its debut at WrestleMania 40 in Philadelphia last year—then shattered attendance records when it returned for WrestleMania 41, this time at the Las Vegas Convention Center (LVCC) from April 17-21. 

Here are the stats that should be on organizer’s radars: 

• 50,000: The number of attendees at WWE World—a 21% increase in turnout over last year—making it the most-attended WWE fan convention of all time. 
• 300,000 square feet: The size of the show floor, marking a 33% increase in WWE World’s overall footprint year over year. 
• 50,000 square feet: The scope of the on-site WWE Superstore—which doubled this year to make the shopping destination the largest merch store of its kind ever built for WrestleMania. 

To elevate attendee engagement, consider WWE World a masterclass in immersive experience design and get inspired by these interactive touchpoints, which the Fanatics Events team told TSNN were among the most popular on site. 

360-degree wrestling ring experience 

New to WWE World this year was a 360-degree wrestling ring experience spearheaded by Topps, a Fanatics-owned brand and the official trading card partner of WWE. Naturally, the 4,900-square-foot activation started with an Innovation Lab that showed off Topps products, trading card collectibles, and WWE memorabilia. Then, guests entered the main event room with a virtual ring. The goal of the mock arena: for fans to get a taste of the electric “POP!” sensation WWE Superstars say they feel during matches (when the crowd suddenly bursts into an intense reaction like cheers or gasps, causing a visceral adrenaline rush for the performers). 

In an added shock to fans, Topps orchestrated a surprise appearance from Jey Uso, who snuck up behind collectors during the experience, sparking a “POP!” reaction—and a viral Instagram moment shared post-event. 

Superstar Entrance activation  

In another sensory-rich experience, the Superstar Entrance activation saw tens of thousands of fans creating their own WWE walkouts set to the music, roars from the crowd, and graphics of their favorite stars. The moment was recorded for guests to relive—and share on their socials, of course.  

Making dreams come true 

As the official sports partner of Make-A-Wish, Fanatics welcomed 25 children to WWE World in Las Vegas, granting their wishes to attend WrestleMania 41. And to make their experiences even more unforgettable, the kids were given the opportunity to perform their own Superstar Entrances alongside WWE stars Braun Strowman and Tiffany Stratton. 

Fanatics also gifted each child living out their Make-A-Wish dream priority seating for on-stage WWE World programming, custom trading cards, and $250 to spend during a private shopping experience at the WWE Superstore, where Mitchell & Ness unveiled a John Cena retirement collection. 

Brand activations 

Netflix pulled off another buzzy touchpoint called the “Chair Shot,” where a meter tested fans’ strength while attempting the signature WWE blow delivered with a folding chair; and the “Call a Match Presented by Snickers” allowed attendees to step into a WWE announcer’s seat to offer their own commentary on some of the most iconic moments in the organization’s history. 

Alongside an on-site WWE Legacy Memorabilia Museum and Tattoo Pavilion, where artists created exclusive WWE-inspired designs, other brand activations included UFC’s Test Your Strength game and the 2K Gaming Lounge, plus touchpoints from Wingstop, The CW, Xfinity, 2K, Mattel, and PAPATUI. 

Broadcasts on April 18 and 21 of ESPN’s Pat McAfee Show also took place live from WWE World. 

Producer insights 

To sum up the experience at WWE World, Fanatics Events CEO Lance Fensterman told TSNN: “WWE World is the opportunity for Fanatics Events to build an immersive world for one of the biggest sports entertainment brands in the world who are also one of Fanatics closest partners. 

“We were able to bring to life the world of WWE, which is deeply intertwined with bringing to life all of what Fanatics has to offer, and all for the delight of our shared fanbases.” 

The main event 

Meanwhile, on April 19 and 20, as WWE World lit up the LVCC, WrestleMania 41 featured 14 championship fights at Allegiant Stadium, crushing viewership records on Peacock and Netflix, soaring 114% over 2024 levels. The event also set a record for gate attendance, with nearly 125,000 fans in the crowd over the two nights. 

The event—which marked WrestleMania’s return to Sin City following a 32-year absence— ended in John Cena defeating Cody Rhodes to win SmackDown’s Undisputed WWE Championship. It was Cena’s record-breaking 17th WWE world championship. 

After Dark series 

In another first for the so-called “Showcase of Immortals,” outside of the ring, the Las Vegas Strip was buzzing with high-energy fan experiences and sponsor-led events as part of the inaugural “WrestleMania After Dark” series. The goal was “to offer WWE fans a slate of entertainment programming outside of the ring,” said Adam Richman, the co-founder and co-CEO of event production company Medium Rare, which collaborated with WWE to spearhead the After Dark events that “created a new blueprint for how WWE can engage its fanbase following the final bell.” 

From April 17-20, “each night delivered its own unforgettable energy,” Richman said—all centered around the Fontainebleau Las Vegas. In all, 10,000 guests attended WrestleMania After Dark across all events, which included a dinner and launch party, two “After Dark” celebrations, and Gronk Beach farewell bash.  

“After Dark is shaping up to be a recurring series tied to marquee sports weekends,” said fellow Medium Rare co-founder and co-CEO Joe Silberzweig. “It’s our way of transforming the energy of daytime competition into unforgettable nightlife. Each one will be custom, but the DNA—great music, great talent, immersive vibes—remains the same,” he concluded.