In a move set to electrify both the music and sports worlds, Eminem and his longtime associate Paul Rosenberg have struck a four-year deal to serve as executive producers for the Detroit Lions’ Thanksgiving halftime show. Slated to run through 2027, this partnership promises to inject a new level of excitement into the renowned football lighting spectacle.

The collaboration with the Lions is not just a business deal; it’s a collaboration of homegrown pride. Eminem, a Detroit native, has been a vocal advocate and fan of the city’s sports teams. This deal adds to his history of supporting the Motor City and further ties his brand to its cultural heritage. Partnering with the Lions offers both Eminem and the hometown team an opportunity to showcase what Detroit is all about—grit, talent, and raw energy.

“It’s an honor for us to team up with the Lions and be a part of the greatest tradition in Detroit sports,” Rosenberg expressed in a statement. This sentiment captures the spirit of Detroit: a city built on fortitude, facing challenges head-on, and celebrating victories—something Eminem and Rosenberg understand well.

As executive producers, the duo will oversee all creative aspects of the show. Their role encompasses talent booking and direction, promising audiences spectacular performances not just at Ford Field but also for millions who tune in across the country. Given Eminem’s storied career in the music industry, his involvement is expected to attract top-tier artists for this annual NFL event.

The Detroit Lions have announced this collaboration as a part of broader entertainment improvements for the Thanksgiving Classic, sponsored by Ford and powered by Verizon. These enhancements aim to transform the halftime show into one of the NFL’s most culturally significant annual events. With the NFL seeking new ways to engage viewers, particularly younger audiences, this merger of hip-hop excellence into the traditional Thanksgiving showcase is a strategic endeavor.

Lions President and CEO Rod Wood emphasized the magnitude of having both Eminem and Rosenberg on board, saying, “We’re thrilled to be working with Marshall and Paul, two of the most accomplished and respected names in the music industry, and longstanding fans of the Lions.” The plan involves leveraging their musical prestige to elevate the event’s status on the NFL calendar.

The involvement of Jesse Collins Entertainment further underscores the commitment to making this a show from Detroit, for everyone. An entertainment powerhouse responsible for past successes like the Super Bowl halftime shows, this production seeks to combine local cred with global reach, enticing audiences with premium content each year.

Detroit’s contribution to culture has always been profound, from its storied history in Motown to automotive marvels. This partnership marks another chapter in the city’s rich legacy. Eminem’s journey from the streets of Detroit to global superstardom underscores the city’s ability to produce resilient and talented individuals who impact the world profoundly.

The annual Thanksgiving Day game is more than football; it’s a time for families and friends to come together, share traditions, and be entertained. This deal with Eminem and Rosenberg ensures that for the next four years, those Halftime shows will be unforgettable, blending music and sports into a uniquely Detroit experience.