It was no surprise that Jack White performed The White Stripes’ “Seven Nation Army,” a sporting anthem, during his halftime set on Thursday (Nov. 27) at the Detroit Lions’ annual Thanksgiving Day Classic at Ford Field.
The real surprise came with a guest appearance by fellow Detroit icon Eminem, who co-executive produced the event alongside his manager, Paul Rosenberg.
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The superstar rapper, decked out in a hoodie and custom-made Lions jacket, electrified the sold-out crowd by joining White and his band halfway through their seven-minute set for his “Till I Collapse,” which was sandwiched between White’s “That’s How I’m Feeling” and “Seven Nation Army.”
It was a first-ever onstage meeting between the two Detroit music standard bearers. It came in the wake of the White Stripes’ induction into the Rock and Roll Hall of Fame on Nov. 8, and also coincided with the 10th anniversary of the opening of White’s Third Man Records location in his hometown. Eminem was inducted into the Rock Hall in 2022.
White played a blue guitar for the occasion, while his rhythm section sported Lions attire. “I love you Detroit,” the rocker shouted as the performance came to a feedback-drenched conclusion. More than 400 Lions season ticket holders who volunteered to be part of the show rocked along in front of the stage.
Eminem and White — who each created special limited edition merchandise related to the game and halftime show — were well represented before the performance as well. The Ford Field PA blasted “Seven Nation Army” shortly before the Lions took the field, and White’s “Taking Me Back” during the time-out music in the first quarter. “Till I Collapse” was featured as hype music prior to kickoff.
The show marked the first event in a new three-year partnership between the Detroit Lions, Burbank-based Jesse Collins Entertainment — known for producing previous Super Bowl halftime shows — and Eminem and Paul Rosenberg. Eminem and Rosenberg also collaborated with the Collins organization on the June 2024 concert celebrating the opening of Michigan Central, which also featured a performance by White.
“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 announcing the partnership. “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 also launched a new initiative with Feeding America with Thursday’s game.
Adding to the day’s hometown flavor was Grammy-winning gospel singer CeCe Winans, a Detroit native who flew in that morning from Nashville to perform the National Anthem.
“It’s an honor,” Winans told Billboard at Ford Field. “I grew up with seven brothers and a dad, so the Lions game was on every year. There were 10 of us so we couldn’t get all those tickets, so we watched on TV. To be able to be here to do the anthem is a lot of fun, and honor and amazing.”
The Lions game against NFC North division rival Green Bay Packers was the first of three NFL Thanksgiving Day games.
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