In a move that fuses Detroit’s legendary music scene with its storied sports tradition, Eminem and longtime collaborator Paul Rosenberg have officially inked a four-year deal to produce the Detroit Lions’ annual Thanksgiving Day halftime show at Ford Field. The deal, extending through the 2027 NFL season, positions the hip-hop icons as executive producers, overseeing everything from talent booking to artistic direction for the beloved holiday show.
“It’s an honor for us to team up with the Lions and be a part of the greatest tradition in Detroit sports. We look forward to putting together unforgettable shows featuring world-class artists for the fans at Ford Field and the tens of millions watching around the country” Rosenberg shared.
A Strategic Blend Of Music and Sports Culture
The Detroit Lions’ announcement is part of a broader initiative to elevate their entertainment offerings. Alongside Eminem and Rosenberg, Jesse Collins Entertainment will handle full production duties, creating a high-caliber, immersive performance experience for both live and broadcast audiences. Lions President and CEO Rod Wood praised the collaboration, emphasizing the duo’s Detroit roots and global influence:
“We’re thrilled to be working with Marshall and Paul, who are two of the most accomplished and respected names in the music industry, not to mention longtime Lions fans. Their reputation in the business will attract top-tier talent and help us solidify this annual performance as one of the most anticipated cultural moments on the NFL calendar”.
Eminem: Detroit’s Own Halftime Powerhouse
For Eminem, the partnership is both personal and professional. A lifelong supporter of Detroit sports, Marshall Mathers has long been a fixture at Lions games, embodying the city’s pride and resilience. Now, his influence extends to shaping one of the NFL’s most visible stages, combining musical artistry with the pageantry of Thanksgiving football.
With Rosenberg’s Shady Records expertise and Eminem’s unparalleled creative vision, fans can expect innovative performances, star-studded lineups, and show-stopping moments that capture the heart of Detroit while appealing to millions nationwide.
What This Means For Future Thanksgiving Shows
The four-year deal ensures consistency, giving the Lions and production teams ample time to curate elevated halftime experiences and attract major artists and surprise collaborations. Backed by Ford and Verizon, the event is poised to become not just a Detroit tradition, but a national cultural moment in music and sports entertainment.
As the countdown to the next Thanksgiving Day game begins, one thing is clear: with Eminem and Paul Rosenberg in charge, the stage is set for next-level halftime magic!
