It may seem an unlikely pairing—the NFL and Cirque du Soleil—but for those two brands, they say it makes smart marketing sense.
The main event of the partnership is the construction of a $40 million interactive “showcase” in New York’s Times Square that will show off memorabilia and films for the NFL.
The matchup pairs the NFL—hurt by accusations of domestic violence, concussions and other issues—with an untainted entertainment giant that attracts young audiences from across the globe, a target the NFL hopes to pull into its stadiums.
“The NFL Times Square experience will mark Cirque du Soleil’s first official experiential sports venture. World renowned for their live show productions, this new exhibit will showcase their extensive capabilities as creative content providers and continue to position them as an industry leader, bringing the NFL to life like never before through their creative vision and innovation,” the NFL said. Read on …
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