Eminem Partners With Lions as Exec. Producer for Thanksgiving Halftime Shows

The Detroit Lions revealed a multi-year deal Thursday with rapper Eminem and his manager, Paul Rosenberg. They'll produce the team's Thanksgiving halftime shows through 2027. This gives them control over who performs and how each show runs at Ford Field.

"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," said team president and CEO Rod Wood in a statement, as per the official Detroit Lions website. "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."

Both Marshall Mathers and Rosenberg hail from Detroit. Rosenberg runs Shady Records as president. The partnership covers consulting on every part of halftime production during Thanksgiving games.

"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, according to the Detroit Lions. They added, "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."

Jesse Collins Entertainment will handle production duties. The company worked with the rapper and manager last summer on a Michigan Central Station concert.

Detroit has played on Thanksgiving since 1934. That's nine decades of tradition. Shaboozey performed the 2024 halftime show, while Jack Harlow took the stage in 2023. Big Sean appeared twice—once in 2021 and again back in 2015.

The team hasn't named who will perform in 2025. Detroit hosts Green Bay on Thursday, Nov. 27, at Ford Field. Kickoff starts at 1 p.m. ET. FOX will broadcast the game.

The hip-hop icon shows up at home games often. He attended the NFC Championship Game against San Francisco during the 2023 season.