Eminem and Paul Rosenberg to Drive Lions’ Thanksgiving Halftime Show Through 2027
In a move that merges Detroit’s music scene with football tradition, rapper Eminem and his business partner Paul Rosenberg have agreed to a four-year contract to produce the Detroit Lions’ Thanksgiving Day halftime performance at Ford Field. The arrangement lasts through the 2027 NFL season and names them executive producers, charged with selecting talent and shaping the show’s overall vision.
The music star and Shady Records co-founder will oversee all creative elements, from staging and set design to live performance curation. They will handle performer bookings and collaborate with technical staff to deliver a polished, engaging experience for fans at Ford Field and the national TV audience.
“It’s an honor for us to team up with the Lions and be a part of the greatest tradition in Detroit sports,” Rosenberg said. “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.”
The Lions presented this deal as part of a plan to upgrade their live entertainment offerings. They have enlisted Jesse Collins Entertainment to manage production, assembling a full-scale operation around the Thanksgiving Classic presented by Ford and powered by Verizon.
“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,” Wood said. “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.”
Marshall Mathers, known to fans as Eminem, has been a regular at Lions games and often voices support for Detroit’s sports franchises. His connection to the region and its athletic culture adds depth to this collaboration.
With this agreement in place, the Lions secure a stable creative team through 2027, giving them time to plan well ahead and pursue bigger names for the holiday stage.
Ford and Verizon will back the show, aiming to use a mix of local credibility and national star appeal to boost its Thanksgiving broadcast draw.
The deal remains active through the 2027 NFL season.
