Prime Sports x Shaboozey: Key Points
Thursday Night Football will sound different this season.
Prime Sports has teamed up with five-time GRAMMY nominee Shaboozey to deliver an original anthem.
"Let 'Em Know" was created specifically for TNF and released as an Amazon Music Original.
The track premieres just ahead of the September 11 season opener between the Green Bay Packers and the Washington Commanders.
It plays before each broadcast of TNF Tonight and Thursday Night Kickoff, anchoring TNF’s new national marketing campaign.
Prime Sports developed the work in-house with support from 77 Ventures, Boomshot, and DLP Media Group.
In the first spot, fans and NFL stars gather at a backyard party while Shaboozey performs live.
Stacey Rosenson, head of U.S. sports marketing at Prime Video, highlighted why Shaboozey was the right pick to lead the new TNF campaign:
“Our collaboration with Shaboozey has produced an incredible campaign that showcases TNF as the ultimate fan experience.
He’s the perfect artist to kick off TNF each week.”
The setup captures the feeling of watching football with your people: hyped up, ready, and part of something.
An Artist Made for Primetime
Shaboozey’s run over the last year made him an obvious pick for this kind of spotlight.
He’s topped the Hot 100, crushed the country charts, and collaborated with Beyoncé.
The new anthem shows up not just on Prime, but exclusively on Amazon Music, with a full-length version on the Sports on Prime YouTube channel.
It’s another example of Amazon’s marketing push to connect its music and sports audiences in one place.
For Shaboozey, TNF isn’t unfamiliar territory.
@shaboozey3 Shaboozey performing A Bar Song at the Detroit Lions Thanksgiving Halftime Show 🏈 (part 3) #shaboozey#countrymusic#detroitlions#nfl#thanksgiving#halftimeshow♬ original sound - ShaboozeyFans
The artist performed during the Thanksgiving Day game in 2024 and joined Post Malone on Christmas Day.
Now, he’s the voice of Thursday nights.
For Amazon, it's a move that reinforces its strategy to merge entertainment and sports as a single experience.
For Shaboozey, it adds another high-visibility platform to an already record-setting year.
Our Take: Does Music Make the Moment?
Shaboozey's "Let 'Em Know" signals that the weekend has begun.
The energy, the setting, and the sound all speak to how fans actually experience game day.
It avoids the overproduction that can make some openings feel forced.
The new anthem of #ThursdayNightFootball
— Netstryke (@Netstryke) September 11, 2025
"Let 'em Know" by Shaboozey
It's a bop. pic.twitter.com/05cgKRAiai
Instead, it reflects how Thursday night football feels: personal, loud, and familiar.
These are what give the campaign and song staying power.
Shaboozey is also stepping into fashion. Levi’s recently teamed up with him and Matty Matheson for its new Icons campaign.
Want your brand to sound like game day? These agencies help sports brands connect music, culture, and fans.
