The Detroit Lions just made their most Detroit move in years, bringing Marshall Mathers into the fold to help steer the annual Thanksgiving Halftime Show.
The team confirmed that Eminem and long time manager Paul Rosenberg have locked in a multiyear partnership through 2027, giving the hip-hop icon a direct hand in shaping talent selection and the overall creative direction of the event.
For a city that treats Thanksgiving football like a civic ritual, this is a seismic shift in who gets to steer the culture. Both Mathers and Rosenberg grew up in Detroit, and Rosenberg made it clear how seriously they’re taking the role, saying: “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.”
The Lions have hosted a rotating list of modern heavy hitters in recent years, from Big Sean to Jack Harlow to Shaboozey, but bringing in Eminem signals a deeper commitment to homegrown identity. The players are already chiming in too, with wide receiver Jameson Williams openly campaigning for Detroit rappers to get their shine. “I think that’s good for the culture, too. That’ll be huge for us to get them down there,” he said. Williams specifically name-checked Babyface Ray and Veeze, adding: “I think that’s big of getting a Detroiter to get in the mix and pick someone and help the organization because the culture, I feel like that plays a part in bringing the team a long way and bringing everybody together.”
To round out the upgrade, the Lions have hired Jesse Collins Entertainment (JCE) to produce the show, the same team behind some of the biggest music broadcasts in the U.S.
Lions president and CEO Rod Wood didn’t mince words about the partnership’s impact: “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 long time 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.”
Detroit football just got a whole new creative engine, and it’s running on Shady Records fuel.
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