The Detroit Lions just pulled off a bold hometown move. They tapped Eminem, one of the city's most prominent names, to help revamp their Thanksgiving halftime shows for the next few years. It is a clever play, and it feels true to Detroit. Bringing in someone who knows the city, its music roots, and its fans gives the event a fresh spark that feels long overdue.
However, the 53-year-old rapper will not be doing this alone. His long-time manager, Paul Rosenberg, is part of the deal.
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Together, they formed a multi-year partnership that runs through 2027. Their job is simple to describe but huge in impact: help pick the talent, guide the creative direction, and make the show feel bigger than it has in years.
The team wants to raise the profile of the Thanksgiving show. Every year, millions of people watch this holiday tradition. The Lions know the stage is massive, so choosing producers with this kind of credibility sets a new bar. They want these shows to hit harder, look sharper, and leave fans talking long after the final snap.
To bring this vision to life, the Lions brought back Jesse Collins Entertainment, also known as JCE. This is the same production company that worked with Eminem and Rosenberg on the huge Michigan Central Station concert. JCE has handled major award shows, global events, and huge TV specials, so the Lions are counting on their experience to lift the performances to a new level.
Detriot Lions / IG / The Lions believe their deep connections and strong reputation in the music industry will bring in top-level performers that match the moment.
Detroit’s own Jack White will take the stage. He is a Rock and Roll Hall of Famer, a boundary-pushing musician, and someone who represents the city as much as Eminem does. Having him lead the first show under the new direction sends a message that Detroit talent will shine.
The Thanksgiving game itself will be a big one. The Lions will face the Green Bay Packers, a rivalry matchup that draws national attention every year. Fans will get even more hometown pride before kickoff, since gospel star CeCe Winans will sing the national anthem. Her voice and Detroit roots fit the moment perfectly.
The NFL also announced the halftime performers for the other Thanksgiving Day games. Post Malone will perform during the Dallas Cowboys and Kansas City Chiefs matchup. That game will also launch The Salvation Army's Red Kettle Campaign, which is a holiday tradition in itself. At the third Thanksgiving game, Lil Jon will bring his high-energy style to the Baltimore Ravens and Cincinnati Bengals showdown.
Eminem FP / IG / It is rare to see this much music star power lined up across all three games. The league clearly sees Thanksgiving as a chance to deliver big entertainment.
With Eminem involved on the Detroit side, the stakes feel even higher. Fans will expect something bold, something surprising, and something that sets the tone for future shows.
This new partnership also ties together two Detroit icons. The Lions and Eminem have shared the same city energy for decades. The Lions are one of two NFL teams, along with the Cowboys, that always play on Thanksgiving. It is a long-running tradition, and for many fans, it is as much a part of the holiday as turkey and pie.