NFL, NFLPA Partner With Cirque Du Soleil On Times Square Attraction

The NFL, NFLPA and Cirque du Soleil this morning are scheduled to announce a new attraction in Times Square that will combine entertainment, high-tech displays, retail and interactive elements allowing customers to test their football skills. It is scheduled to open in fall '17. A source said that Cirque du Soleil is investing $30M in the 40,000-square-foot, four-story space at West 47th and Seventh Ave. Cirque entered into a long-term partnership and license agreement with the league to create and operate the facility.

The venue, billed as the first of its kind, will include a 350-seat theater to show a 20-minute NFL Films-produced movie designed to allow the viewer to experience playing in a game. Admission price has yet to be set, but the source said it is expected to be similar to other major N.Y. attractions such as the Empire State Building or World Trade Observatory.

Read the N.Y. TIMES’ take on the partnership and CNBC.com's look at the deal.