Century Cricket Centre, an Australian indoor cricket and sports-tech operator, has signed a 14,000-square-foot lease at 25 West 39th Street in Manhattan, marking its first U.S. location. The property sits one block south of Bryant Park in Midtown.
Thor Equities controls the building. Lee & Associates NYC brokered the deal on behalf of the tenant. The asking rent was not disclosed in the initial announcement.
The lease represents a notable shift in how fitness and sports entertainment tenants view Manhattan's office-heavy neighborhoods. Midtown South, the corridor between 34th and 59th streets west of Fifth Avenue, has seen steady conversion activity as traditional office demand softens. Landlords increasingly pursue non-traditional uses to fill vacancies and stabilize rents.
Century Cricket Centre operates indoor cricket pitches and combines traditional sports with technology integration. The concept appeals to both recreational players and serious cricketers seeking year-round training. The Australian company has built demand in its home market and sees the U.S., particularly New York City, as the next growth frontier. The city hosts a growing cricket community fueled by South Asian, Caribbean, and British immigrant populations. Major League Cricket's inaugural season launched in 2023, raising the sport's profile domestically.
For Thor Equities, landing Century Cricket Centre fills space and differentiates the property from competing office and flex buildings. The tenant brings foot traffic, membership-based revenue stability, and appeals to younger demographics that landlords struggle to attract in traditional office settings. Similar conversions have worked well across Manhattan, with boutique fitness, entertainment, and sports facilities drawing leasing interest from both occupiers and investors.
The 14,000-square-foot footprint allows Century Cricket Centre to operate multiple indoor pitches, training areas, and possibly a café or retail component. The location near Bryant Park provides proximity to dense foot traffic, nearby office workers, and tourists. The neighborhood's retail mix continues evolving toward experiential and wellness-focused uses.
For the commercial real estate market, the lease signals landlord openness to alternative uses in prime Manhattan corridors. Traditional office absorption remains challenged, but mixed-use conversions, including fitness, sports, and entertainment venues, generate activity. The 25 West 39th Street lease demonstrates how landlords can command meaningful rent while achieving occupancy certainty through non-traditional tenants.
For cricket enthusiasts and athletes, the facility addresses a longstanding New York gap. Existing cricket training options remain scattered and limited. An indoor facility with multiple pitches and professional standards attracts serious players, recreational leagues, and corporate team-building events. The U.S. market for cricket remains nascent compared to soccer, tennis, and golf, but growing participation among youth and adult leagues suggests runway for expansion.
Century Cricket Centre's entry signals confidence in American cricket's trajectory. The company's technology focus, combining performance analytics and coaching tools with traditional play, positions it to capture both grassroots and competitive segments. The Midtown location offers brand visibility and accessibility that will shape how the concept performs in a new market.