New York City

NFL Experience

Thinkwell Group partners with NFL and Cirque du Soleil in opening a high-tech, permanent Times Square attraction. Visitors are allowed to immerse themselves in America’s favorite sport for 77X less than a Super Bowl ticket. Featuring eight engaging experiences backed by augmented reality and other cutting-edge, interactive technologies

“It’s not enough to watch NFL games on TV anymore—new technology like augmented reality is making it possible for consumers to actually become a part of their favorite events,” explained Chris Durmick, Principal, Attractions & Museums at Thinkwell and Creative Director for the NFL Experience. “Our cutting-edge technology doesn’t just give consumers a front-row seat at their favorite team’s game—it puts them right into the heart of the game itself.”

• TRANSFORM INTO YOUR FAVORITE PLAYER
A combination of depth cameras, face and body tracking technology, and advanced visual effects takes fans from visitor to player by letting them “Suit Up” in the uniform of their favorite NFL stars.

•TEST YOUR THROW AGAINST THE BEST IN THE GAME
In the Quarterback Challenge, visitors pass footballs to their favorite receiver—and then instantly receive stats about their speed, accuracy, and completion percentage compared to their favorite quarterback, with the help of industrial infrared scanner “gates” that record the speed and positional tracking data of the football when it’s thrown.

• TECH THAT BRINGS  YOU ON TO THE FIELD AT THE SUPER BOWL
Inside the Super Bowl Celebration Room, augmented reality cameras let visitors celebrate a Super Bowl win through the eyes of their favorite player—on the field amidst the most recent Super Bowl win.

NFL Experience Times Square is a first-of-its-kind interactive and immersive attraction located in the heart of New York City that brings fans closer than ever to the National Football League and their favorite teams. Combining immersive content, interactive displays, a state-of-the-art 4D cinema and other multimedia effects, the experience takes visitors from the stands to the field, transporting them from kickoff through playoffs, and ultimately, the game’s biggest stage – the Super Bowl.