The NFL and Cirque du Soleil have announced a partnership for the creation of a space dedicated to the most popular sport in America in Times Square.

The venue, which opens next Autumn, will be spread over 4 floors at the corner of West 47th Street and 7th Avenue, covering over 40k square feet in a 350-seat immersive theatre. The 20 minute show – directed by Cirque du Soleil – will aim to delve fans into the world of American football with match highlights and stats.

For an advanced experience, the seats can even move for more immersion during the projection. With several technological tools and installation in 4D, fans will have the chance to live an immersive experience and it could be interactive throughout the customer journey.

“We were looking for a way to get closer to our fans, for being with them 12 months a year, and Cirque du Soleil offered us the concept of an immersive experience,” said Dawn Hudson, marketing director of NFL. He added: “NFL and Cirque du Soleil are two iconic global brands”.