Long before becoming a nine-time Grammy nominee, Post Malone spent part of his childhood at Texas Stadium, then home of the Dallas Cowboys, where his father worked as a concessions manager. On weekends, Malone sometimes slept on a cot while the staff prepared for Sunday’s game.

That early connection to the Dallas Cowboys underpinned the artist’s return to the franchise’s national stage at AT&T Stadium for the 2025 Thanksgiving Day Halftime Show. The performance occurred during the Cowboys’ matchup against the Kansas City Chiefs, a broadcast that drew approximately 57 million viewers and peaked at over 61 million, setting a new record as the most-watched regular-season game in NFL history.

The halftime show was produced by Corporate Magic in coordination with Charlotte Jones, the team’s executive vice president and chief brand officer, who launched the Thanksgiving halftime tradition in 1996. The Cowboys had pursued Post Malone for several years before aligning schedules for the 2025 performance.

Malone performed a three-song medley that included “Wrong Ones,” “Wow,” and the chart-topping “I Had Some Help.” Wearing a vintage-style Cowboys jacket adorned with pins, he performed to a full stadium audience and a global television viewership.

Behind the scenes, the production required rapid assembly and removal of a large-scale stage at midfield. Crews installed a multi-level platform with LED lighting and video elements in a matter of minutes, then dismantled it just as quickly before the second half of play. Corporate Magic has produced the Cowboys’ Thanksgiving halftime show since 1997.

“It’s always an honor to be part of such a long-standing tradition,” said Stephen Dahlem, senior creative director at Corporate Magic. “This year, there was a strong connection between the performer and the team, which added to the experience.”

The performance also served as the launch of the annual Red Kettle campaign for The Salvation Army. The campaign raises approximately $150 million each year and supports services for more than 27 million people.

Leading up to the event, CBS Sports aired a promotional video, also produced by Corporate Magic, that featured the artist delivering an oversized Red Kettle to the stadium in a custom truck. The video included a staged sequence in which he pulls into a parking space reserved for Cowboys owner Jerry Jones and asks kicker Brandon Aubrey sign for the delivery before describing the upcoming performance as “Texas Big.” The lighthearted moment further underscored the deep integration between the artist and the Cowboys brand.