NFL partners with Cirque du Soleil for Times Square fan experience

The NFL, NFLPA, and Cirque du Soleil, the Canadian entertainment company best known for extravagant acrobatic performances, have partnered to create a "first-of-its-kind attraction" in New York City.

The NFL announced Thursday plans to build a four-story fan experience in Times Square to open in 2017.

It doesn't sound like there will be any trapezes involved. Instead, the exhibit will feature immersive and interactive multimedia elements, including a 20-minute show inside a 350-seat theater that will allow fans to experience what it feels like to be on the field during a game.

"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 in a statement announcing the partnership. "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."