The Detroit Lions are expanding the scope of their annual Thanksgiving Day game broadcast with a new long-term partnership involving one of the city’s most recognizable cultural figures. The franchise has finalized an agreement with Eminem to help shape the entertainment direction of the holiday event, marking one of the most significant updates to the Lions’ game-day presentation in recent years.
The move arrives as the NFL continues to bring high-profile music executives and artists into its major broadcast productions. With Thanksgiving Day remaining one of the league’s most dependable viewership draws, the Detroit Lions and Eminem are positioned to play a central role in shaping the look and sound of the holiday showcase for the next several seasons.
Eminem and Rosenberg to Executive Produce Halftime Shows
Eminem and Paul Rosenberg to serve as executive producers of Detroit Lions Thanksgiving Halftime Show powered by @verizon.
— Detroit Lions (@Lions) November 13, 2025
The NFL announced Thursday that Eminem and his longtime manager, Paul Rosenberg, have entered a multi-year partnership with the Detroit Lions. They will executive produce the team’s Thanksgiving Halftime Show from 2025 through 2027. The duo will consult on talent selection, creative direction, and all production elements tied to the annual broadcast from Ford Field.
“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 in a statement. He added that they aim to deliver “unforgettable shows featuring world-class artists” for fans in the stadium and the tens of millions watching across the country.
Lions Leadership Says Deal Will Elevate the Holiday Broadcast
Detroit Lions President and CEO Rod Wood called the partnership a significant step forward for the franchise’s holiday programming. “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. He noted that their involvement is expected to attract high-level talent and help solidify the halftime show as one of the NFL calendar’s standout cultural moments.
The Lions are one of two teams, alongside the Dallas Cowboys, that host a Thanksgiving game every season.
Partnership Fits Broader NFL Trend of Music-Industry Collaboration
Bad Bunny will headline the Super Bowl halftime show next year. The NFL, Apple Music and Roc Nation announced Sunday that the Grammy winner will perform at Levi’s Stadium in Santa Clara, Calif., on Feb. 8. #badbunny #benito #superbowl #nfl pic.twitter.com/0J5Asnze3W
— AP Entertainment (@APEntertainment) September 29, 2025
Eminem’s involvement follows a broader trend of the NFL bringing established music executives into the development of high-visibility events. Since 2019, Jay-Z and Roc Nation have overseen the Super Bowl Halftime Show, guiding performances by Shakira and Jennifer Lopez, Kendrick Lamar and Dr. Dre’s ensemble, and next year’s headliner, Bad Bunny.
Eminem, who appeared in the 2021 Super Bowl Halftime Show, now becomes one of the most prominent artists tied to an annual NFL broadcast outside the league’s championship event.
Past Thanksgiving Performers and What Comes Next
WHADDUPDOE!!!
Thank you Detroit for all the love! Happy thanksgiving everyone 🦃 pic.twitter.com/6APSGc4uBQ
— Shaboozey (@ShaboozeysJeans) November 29, 2024
No performer has been announced yet for the Detroit Lions’s 2025 Thanksgiving halftime show. Recent Thanksgiving artists at Ford Field include Shaboozey (2024), Jack Harlow (2023), Big Sean (2015 and 2021), Jason Derulo (2017), Kid Rock (2010 and 2012), and Mariah Carey (2005).
The Lions’ announcement emphasizes that Eminem and Rosenberg will influence talent decisions. The team has not indicated when the next performer reveal will take place. Additionally, their creative oversight is expected to extend across booking, production, and overall presentation throughout the duration of the partnership.
Detroit’s Thanksgiving Spotlight Poised for New Visibility
The Detroit Lions’ Thanksgiving game remains one of the NFL’s most watched traditions, routinely drawing large national audiences before the Cowboys’ late-afternoon matchup and the league’s primetime broadcast. Moreover, with the new multi-year partnership, the franchise aims to capitalize on that platform by adding more structured and industry-driven entertainment to its annual event.
By aligning with Eminem, one of Detroit’s most influential figures, the team strengthens both the broadcast identity of the holiday game and the city’s presence on one of the NFL’s major national stages. The Lions’ updated halftime direction will begin rolling out immediately and continue through the 2027 season.
Featured image:
—Read Also
