Cirque du Soleil and NFL To Build 4-Story Football Attraction in Times Square

After establishing itself on Broadway with its first full-scale book musical, Cirque du Soleil plans to make its presence even better known in New York's Theatre District. The Montreal-based company that combines circus arts and acrobatics in world-famous athletic and artistic spectacles has announced a partnership with the National Football League and the National Football League Players Association to build a 40,000 square feet, four-story attraction in the heart of Times Square, 47th Street and 7th Avenue. NFL Times Square is set to open in the fall of 2017.

The exhibit will blend high-tech displays with immersive and interactive elements. Fans will have the opportunity to test their skills to see how they measure up to professional football players and learn game strategy.

When fans step inside an approximately 350-seat theatre they will be surrounded by high-definition screens and state-of-the-art technology in a 20-minute show, co-produced with NFL Films, inviting them to immerse themselves in the NFL and experience what it feels like to be in the game, on the sidelines and behind the scenes.

In addition to the multimedia show and interactive activities, there will also be educational programming on the art of tackling and passing, as well as football-related artifacts on display. Hall of Famers and current and retired players from around the League will be making appearances and participating in fan events.

Variety reports that, according to Scott Zeiger, president of Cirque du Soleil Theatrical, the hour-long experience is likely to carry a ticket price somewhere in the $30 range.

There will be no live performers involved with NFL Times Square, Cirque du Soleil's first official experiential sports venture.

"Our new venture with the NFL signifies the next phase of Cirque du Soleil, and we see tremendous opportunity in working creatively with the League as well as other world-class brands throughout the world," says Daniel Lamarre, President and CEO, Cirque du Soleil. "No other brand in professional sports is as strong and popular as the NFL and we are thrilled to have the opportunity to showcase the NFL from a whole new perspective."

The attraction's address will be 20 Times Square, which, as seen in the artwork above, is located across the street from the Palace Theatre and diagonally from the red staircase of TDF's TKTS booth.

Among the strategic partners involved is world-renowned architecture and design firm Rockwell Group, headed by Broadway set designer David Rockwell, a 2016 Tony Award winner for his work on Roundabout Theatre's revival of SHE LOVES ME.