Did Eminem just become the Lions’ new power player? Jason Whitlock calls him a lyrical ‘p-word’ after Det
Jason Whitlock blasts Eminem after Lions announce new halftime partnership. (Image via Getty) Eminem is the focus keyword and Eminem is driving headlines after the Detroit Lions announced that the rapper and manager Paul Rosenberg will executive produce the team’s Thanksgiving Halftime Show through 2027. The Lions made the multi-year partnership official on Thursday, and the moment it went public, analyst Jason Whitlock unloaded on X with one of his bluntest posts in months.In his tweet, Whitlock wrote, “Lyrical prnogr**hers are the leading consultants for halftime entertainment. Hugh Hefner died too soon. He would probably be commissioner of the NFL today.”* The comment hit immediately because it targeted Eminem at the exact moment Detroit positioned him as a long-term creative figure in one of the league’s biggest annual broadcasts.
Jason Whitlock reacts to Eminem joining the Detroit Lions halftime production team and why the pushback is louder this time
Jason Whitlock has a pattern when it comes to halftime performers. He criticized the NFL’s decision to bring in Bad Bunny for the 2026 Super Bowl and again seized on the league’s direction when Eminem’s name surfaced. The difference now is scale. This is not a one-night booking. This is a multi-year creative contract attached to the Detroit Lions, a team currently holding the No. 1 spot in the NFC North ahead of their Thanksgiving matchup with the Green Bay Packers.The Lions confirmed that Marshall Mathers and Paul Rosenberg will advise on talent selection and production details through 2027. Jesse Collins Entertainment will also shape the show, giving the franchise a full creative team for the next three seasons. Rosenberg said in a statement, “It is an honor for us to team up with the Lions and be a part of the greatest tradition in Detroit sports.”Detroit doubled down on the move. Lions president Rod Wood praised the partnership, saying it would attract “top-tier talent” and turn the Thanksgiving show into a cultural anchor. The franchise views Eminem not as a controversy magnet but as a hometown figure with decades of global reach.Wide receiver Jameson Williams echoed that idea. He said the collaboration has real value for the city’s music scene and mentioned Detroit rappers Babyface Ray and Veeze as artists he hopes will be considered.
How Eminem’s executive producer role changes Detroit Lions halftime shows and why it clashes with Jason Whitlock’s view of league culture
The Detroit Lions have used Thanksgiving halftime shows to highlight major names like Big Sean, Jack Harlow and Shaboozey. Bringing in Eminem signals a shift from booking performers to creating full broadcasts with long-term planning. Detroit wants consistency and identity attached to the event. The partnership is structured to deliver three full years of that.Rosenberg reinforced that vision with another statement, saying, “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.”Whitlock’s criticism lands directly against this strategy. He framed the partnership as a decline in standards, while the Lions see it as a chance to elevate a national holiday broadcast. Fans are already speculating whether Eminem will step on stage at some point, but the team has not revealed the 2025 headliner. Detroit faces Green Bay this Thanksgiving, and the franchise is leaning into the idea that the city’s culture and the team’s success can drive one another.Eminem’s deal runs through 2027. Whitlock’s commentary is already part of the conversation. The Lions see a polished production era ahead. Whitlock sees something else entirely. Either way, Eminem is now locked into one of the NFL’s longest running traditions, and Detroit knows exactly what kind of spotlight that brings.
