The New Age big-top machine is expanding into markets like the NFL and a theme park in Mexico, with the backing of private equity firm TPG.
In the past three decades, Canada’s Cirque du Soleil has reimagined the notion of a circus by crafting visually arresting aerial extravaganzas that are a world away from P.T. Barnum’s brassy Greatest Show on Earth. Yet at the new Cirque-designed NFL Experience in New York’s Times Square, the closest thing to acrobatics comes from the onscreen football players that audiences witness up close as they’re immersed in the game through a combination of video, sound, moving seats, and even smells.
Link to Full Article at Bloomberg.