Plungers find out how cold the water is at a Polar Plunge for Special Olympics in Prior Lake, Saturday, Feb. 15, 2014. (Photo/Ann Heisenfelt)

Call it a bit of madness, for a worthy cause.

The Polar Plunge, that long-standing winter tradition of jumping into icy cold waters to raise money for charity, will be held Jan. 30 on Nicollet Mall during Super Bowl Live, the 10-day outdoor extravaganza featuring free live music, food trucks, winter sports demonstrations, live network broadcast and other sponsored activities.

“Instead of trekking to one of Minnesota’s 10,000 lakes, participants are invited to plunge into an icy pond that we will create on the streets of downtown Minneapolis exclusively for this event,” Dave Dorn, the President and CEO of Special Olympics Minnesota, said in a statement.

The day will begin with a flag football game, followed by plunges between 4-7 p.m. — with special appearances by sports figures, media personalities and celebrities — at the Ice Mountain Stage, located where Nicollet Mall meets 8th Street.

Proceeds will benefit the more than 8,200 Special Olympics athletes across the state as they train for various competitions.

Last year, when temperatures dropped into the mid-teens, the event happened at U.S. Bank Plaza — the first time that it was held in downtown Minneapolis. 

Space is limited for the general public, with only 200 available spots. Before taking the leap, participants must register and raise at least $150 for Special Olympics Minnesota.

For more information, visit www.plungemn.org.

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