Australian Sports-Tech Firm Century Cricket Centre Debut in NYC at Thor Equities Building
Australian Sports-Tech Firm Century Cricket Centre Debut in NYC at Thor Equities Building
An Australia-based indoor cricket concept is expanding into the United States, with plans to launch its first location in Midtown Manhattan. Century Cricket Centre has secured a 14,000-square-foot lease at 25 West 39th Street, a property owned by Thor Equities located just south of Bryant Park. The transaction was arranged by Lee & Associates NYC.
The agreement commits the tenant to a 15-year term covering the entire fourth floor of the 16-story mixed-use building. While specific rental rates for the deal were not disclosed, market data provides context for the location. According to figures from CBRE, the average asking rent for retail space in the nearby Herald Square neighborhood reached $394 per square foot during the second quarter of 2026.
The new facility is designed to function as a sports-tech venue, providing indoor batting infrastructure. This addition complements the building’s existing amenities, as the fifth floor already houses Open Squash, a squash club that includes courts, a fitness center, and a bar. The structure at 25 West 39th Street, originally constructed in 1907, has a history of serving professional organizations and currently counts office tenants such as content creation platform Spotter and coworking firm SparkLabs.
The New York City opening is intended to serve as a flagship for a broader national rollout. Century Cricket Centre has indicated intentions to establish as many as 30 locations across the U.S. in the coming years. Brokerage representation included Josh Lebowitz and Brad Schwarz of Lee & Associates NYC for the tenant, while Thomas Capuano of Okada & Company represented the ownership.
What to watch
- The opening date of the West 39th Street facility in the coming months.
- Potential future lease announcements as the brand pursues 30 additional U.S. locations.
- Retail rent trends in the Herald Square submarket for Q3 2026.
Source: original release