Eminem has entered a multi-year partnership with the Detroit Lions to executive produce the football team’s Thanksgiving Halftime Show, the NFL announced on Thursday.
The Motor City rap icon and his manager, Paul Rosenberg, will both be executive producers, and they’ll consult the Lions for booking talent on the yearly halftime show through 2027, the NFL said.
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“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 Thursday. “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 are one of two teams to play every year on Thanksgiving as part of NFL tradition, alongside the Dallas Cowboys. This year, the Lions will face their division rival, the Green Bay Packers, for the 1 p.m. game on Fox. The Cowboys will face off against the Chiefs, while the Bengals face the Baltimore Ravens.
Eminem, of course, isn’t the only major rapper in charge of talent bookings for the NFL stage. Since 2019, Jay-Z and Roc Nation have helped produce the Super Bowl Halftime Show, which has booked artists including Shakira and Jennifer Lopez, Kendrick Lamar and Bad Bunny, the latter of whom will headline the show this coming February. Eminem graced the Halftime Stage back in 2021 as well, joining alongside Dr. Dre, Snoop Dogg, Lamar and Mary J. Blige.
“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,” Detroit Lions President and CEO Rod Wood said in a statement. “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.”
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