NFL punts on Times Square Experience

The NFL is sacking its own museum. After just 10 months and only two weeks into the season, the Times Square-based NFL Experience — a 40,000-square-foot attraction featuring a 4-D roller-coaster theater — is closing its doors on Sept. 30.

More than 90 employees will lose their jobs, according to a state filing.

“We unfortunately have to end our season early,” says a post on its social media accounts.

The joint venture between the NFL and Cirque du Soleil, did not “meet expectations,” said an employee at the location, which had a sandwich board outside the entrance on Wednesday announcing the closure and a 50-percent-off promotion on merchandise.

Some TripAdvisor reviews described the venue as not crowded.

The hefty admission price — $37 for adults and $29 for children — could have something to do with low attendance.

Without providing a reason for the closure, the NFL said in a statement, “The innovative partnership between the NFL and Cirque du Soleil allowed us to provide a once-in-a-lifetime experience for football fans visiting New York City. While this endeavor is coming to an end, the NFL will continue to offer unique, interactive events for our fans in the US and around the world.”

Industry experts were surprised by its swift demise, speculating that the NFL “never put its marketing muscle” behind the NFL Experience.

Others pointed to the scaffolding around the building — connected to a Marriott Edition hotel opening this fall — that largely obscured the NFL sign.