The Detroit Lions are setting a new course for their Thanksgiving halftime show. This is through a multiyear partnership with Eminem and Shady Records co-founder Paul Rosenberg. The agreement, which runs through 2027, hands creative control of the annual performance to two of Detroit’s most influential music figures. They will now choose the artists who take the stage each year.
Rosenberg said the collaboration feels both personal and historic. “Partnering with the Lions allows us to join one of Detroit’s most cherished traditions. We are eager to curate unforgettable performances for fans both at Ford Field and beyond, reaching millions across the nation.” His comments reflect a shared belief that the city’s music and its football culture can elevate one another.
Wide receiver Jameson Williams welcomed the move as a chance to strengthen the team’s bond with the community. “This is a significant opportunity for us to showcase local artists,” he said. “Involving a Detroiter in the selection process is vital; it not only enriches the event but also fosters community pride.” He added that Detroit’s identity continues to shape the team’s relationship with its fans.
A star-powered Detroit lineup sets a new tone for Lions halftime
The Lions have also enlisted Jesse Collins Entertainment to produce the halftime show. This decision, President and CEO Rod Wood said, will bring new visibility to the event. “Working with Marshall and Paul—two of the music industry’s most celebrated figures and devoted Lions fans—is a game-changer for us. Their extensive experience will undoubtedly draw in premier talent. This will ensure that our Thanksgiving performance becomes one of the NFL’s most highly anticipated cultural events.”
The announcement comes as Eminem surpasses 60 million monthly Spotify streams. He trails only Drake and Travis Scott among the most-played rappers worldwide. His continued global presence adds momentum—and a broader audience—to a project the Lions hope will become a defining part of the franchise’s identity.
As Thanksgiving approaches, the collaboration signals more than a refreshed halftime lineup. It marks an effort to link Detroit’s musical legacy with one of the city’s oldest traditions. The goal is creating a holiday stage shaped by the people who helped put its sound on the map.
