United Way Thanksgiving Halftime Show

For the 11th year, e2k Sports produced the United Way/NFL Thanksgiving Halftime Show to inspire NFL fans across the country to get involved in their communities. This year’s show featured singer and songwriter, Kid Rock, who performed his new song and album title track, “Born Free.”

Kid Rock has a history of giving back to the community, and the 2010 United Way Thanksgiving Halftime Show, highlighted by Kid Rock’s performance, inspired viewers to LIVE UNITED®, United Way’s call to the public to get involved in the community by focusing on the building blocks of life: education, income and health. Now in its 37th year, the United Way/NFL partnership connects NFL PLAY 60 with United Way’s 2018 goal to get 1.9 million more young people healthy and active.

Designed to tackle childhood obesity, NFL PLAY 60 brings together the NFL’s long-standing commitment to health and wellness with partner organizations like United Way. PLAY 60 is also implemented locally, as part of the NFL’s in-school, after-school and team-based programs. Since the program was launched in 2007, the NFL has committed more than $200 million to youth health and fitness through programming, grants and media time for public service announcements.

Previous e2k productions on Thanksgiving Day have featured: Mariah Carey, John Fogerty, Bon Jovi, Mary J. Blige, John Mellencamp, Enrique Iglesias, Boyz II Men, and the Goo Goo Dolls. Over 1,000 performers including members of the National Guard and their families took part in this year’s show.

This year’s show was produced and directed by Erin Olmstead. Joining Erin in Detroit were Technical Director, Mike Brady; Music Director, Peter Dergee; Choreographer, Lindsay Rosenberg; Stage Manager, Leaf Sarlya, and Production Coordinators, David Sanchez, Jasmine Harris, Shannon Ellis, Katie Doherty, and Amy Ekema. Thanks to Tracy Holmes and our friends at the United Way and the NFL for their continued support on this project.


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