Eminem and Paul Rosenberg to Produce Detroit Lions Thanksgiving Halftime Show Through 2027

DETROIT – The Detroit Lions are doubling down on hometown identity and national star power with a landmark move: global hip-hop titan Eminem and his longtime manager and Shady Records co-founder Paul Rosenberg will officially oversee the artistic direction of the Detroit Lions Thanksgiving Halftime Show powered by Verizon. The collaboration extends through 2027, marking the first time the franchise has entrusted its signature holiday event to a pair of music executives synonymous with Detroit's cultural rise.

A New Era for the NFL's Oldest Thanksgiving Tradition

For decades, the Thanksgiving Classic has been one of the NFL's most-watched annual broadcasts — a tradition that predates the Super Bowl itself. Yet the halftime show has often shifted tone, identity, and scale depending on the year. By bringing in Mathers and Rosenberg, the Lions are signaling a new era: a consistent, curated, star-driven halftime experience shaped by two individuals who understand both the global entertainment economy and the soul of Detroit.

Rod Wood, the Lions' President & CEO, says the partnership represents far more than celebrity involvement.

"Marshall and Paul have built careers on elevating talent, pushing creative boundaries, and representing Detroit on the world stage. They're longtime Lions supporters, but above that, they possess the vision and industry connections to transform this halftime show into a cultural milestone that audiences look forward to every single year."

What the Partnership Means

The duo will collaborate with the organization on talent selection, creative direction, production concepts, and the overall artistic arc of each performance. This mirrors the role high-profile executive producers now play in the Super Bowl Halftime Show — but here, the focus is hyper-local, tied to Detroit's identity and its influence across music and culture.

Rosenberg emphasized the honor and responsibility of shaping a tradition so deeply woven into Michigan sports history.

"Thanksgiving in Detroit is bigger than football. It's family, legacy, and civic pride. Being asked to help shape the soundtrack to that moment means a lot to both of us. We want to build shows that feel unforgettable — the kind of performances fans talk about long after the game ends."

World-Class Production Team

To bring the vision to life, the Lions confirmed they have partnered with Jesse Collins Entertainment (JCE), one of the industry's most respected production companies and a frequent collaborator on major award shows, global broadcast events, and music specials [NFL]. JCE is known for balancing high-caliber staging with a real-time, live-performance energy that translates powerfully on television.

With the Lions surging on the field, Ford Field evolving into one of the loudest venues in the league, and Detroit continuing its cultural renaissance, the timing of this partnership positions the Thanksgiving Halftime Show as a potential new crown jewel in the NFL's annual entertainment calendar.

Detroit's Cultural Momentum

This announcement comes as Eminem continues to dominate across streaming platforms and cultural relevance. His latest album, The Death of Slim Shady (Coup de Grâce), further cemented his position as one of the most influential artists in hip-hop history, while his catalog continues to generate billions of streams worldwide.

The next three years will reveal not just who takes the stage — but how Detroit redefines what a holiday halftime show can be when its most famous hometown creative minds are behind the curtain.