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NFL, NFLPA, Cirque du Soleil team up for digital interactive exhibit

June 24, 2016

The National Football League, NFL Players Association and Cirque du Soleil announced plans for an NFL attraction in Times Square in New York City, according to a press release from Cirque du Soleil.

Spanning 40,000 square feet, the four-story exhibit, located on the corner of West 47th St. and 7th Ave. at 20 Times Square, is set to open in the fall of 2017.

The NFL Times Square experience will feature high-tech displays and immersive and interactive elements. Fans will have the opportunity to test their skills to see how they measure up to professional football players, learn game strategy and experience NFL action, the release said. The attraction will also include an approximately 350-seat theater in which a 20-minute show, co-produced with NFL Films, will invite fans to immerse themselves in the NFL and experience what it feels like to be in the game, on the sidelines and behind the scenes.

"The NFL and Cirque du Soleil are two iconic global brands. We are pleased to team with this industry leader to set the new standard of excellence in sports and entertainment," said NFL Chief Marketing Officer Dawn Hudson. "We are thrilled to re-imagine what it means to authentically engage with fans by providing them an immersive, innovative experience celebrating football and available year-round. We hope to bring fans of all ages and avidity into the huddle and give them an all-access pass to players and teams."

In addition to the multimedia show and interactive activities, there will also be educational programming on tackling and passing, on-site retail, stadium-style food and beverage offerings, and special artifacts on display, according to the release. NFL Hall of Fame members and current and retired players from around the will be making appearances and participating in fan experiences.

"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. 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," said Daniel Lamarre, president and CEO of Cirque du Soleil.

Cirque Du Soleil will work with the Witkoff Group, a real estate development and investment firm, on the development of the space. Sports and entertainment presenter AEG will also be part of the project as a financial partner. Other partners involved in the project include architecture and design firm Rockwell Group, as well as the Thinkwell Group, a design and production agency that will help develop the custom content-driven experiences within the exhibition.