A state-of-the-art attraction themed around the National Football League (nfl) in the US will open in New York City in November under the leadership of former New York Cruise Lines CEO Danny Boockvar.

The nfl experience, which is being created by Cirque du Soleil and the NFL, will feature high-tech displays, interactive media and a 350-seat 4D theatre that will be play 20-minute films immersing visitors on the sidelines or dressing rooms of a match day.

Boockvar, who has held top positions at Girl Scouts USA and Weight Watchers, has been appointed to bring his experience in growing brands to the operation.

“I am thrilled to join NFL Experience times square, where fans will be able to step into the game every day of the year,” Boockvar said. “Our goal is to make the NFL Experience Times Square a must-see destination in New York, and I could not be more excited to revolutionize the entertainment-attraction landscape in New York, for both tourists and locals alike.”

Inside the 40,000sq ft (3,716sq m) four-storey attraction, under construction at 20 Times Square, visitors will be able to test their mettle planning strategising as if they were NFL players. They can learn about tackling and passing in the game, get to know players past and present and browse a variety of artefacts in the exhibition hall.

“Our new venture with the NFL signifies the next phase of Cirque du Soleil, and we see tremendous opportunity in working creatively with the league as well as other world-class brands throughout the world. No other brand in professional sports is as strong and popular as the NFL and we are thrilled to have the opportunity to showcase the NFL from a whole new perspective,” said Daniel Lamarre, president and CEO, Cirque du Soleil.

Developers Witkoff Group, sports and entertainment presenter AEG, architects Rockwell Group and experience designers Thinkwell Group are working on the project.