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Post Malone turned his halftime show into something bigger than music, delivering a message that hit home
Nov
ARLINGTON, Texas — Post Malone refused to leave the stage without sharing one final, heartfelt message.
“We love you, 94 — we love you!” he shouted, drawing a thunderous response from the AT&T Stadium crowd at the close of his electrifying Thanksgiving halftime show.
Wearing a custom jacket featuring a “94” patch, Malone made sure to honor Marshawn Kneeland, the former Dallas Cowboys defensive tackle who died by suicide earlier this month.
“The most important thing any of us can have is someone to lean on when we need it most,” Malone told USA TODAY Sports while visiting Jerry Jones’ suite after the Cowboys’ 31–28 win over the Kansas City Chiefs.
A lifelong Cowboys fan with a personal connection to the franchise — his father, Rick Post, spent nearly 15 years as the team’s assistant director of food and beverage — Malone was deeply affected by the news of Kneeland’s death.
But the chart-topping country-rock star, whose real name is Austin Post, said he was also inspired by his admiration for quarterback Dak Prescott, who has been a strong voice for mental-health advocacy since his brother Jace died by suicide in 2020.
“It was especially for this gentleman on the TV right now,” Malone said, referring to Prescott as his postgame press conference aired on screens in the suite. “I know he lost someone extremely close to him. Having someone you can open up to is so important. I’ve always believed in that.”
Malone, 30, being chosen for the halftime show carried emotional weight of its own. As a kid, he sometimes slept inside Texas Stadium while his father worked late nights. Rick Post was part of the operations staff at the Cowboys’ old home before later joining AT&T Stadium.
“He told me he was more nervous about the game than the halftime show,” Cowboys executive vice president and chief brand officer Charlotte Jones told USA TODAY Sports.
In the end, everything clicked.
“This place is special,” Malone said.
Jerry Jones agreed. He told reporters after the game that he was “extraordinarily excited” to have Malone headline the halftime show, which also launched the Salvation Army’s annual Red Kettle campaign.
“You know his story,” Jones said. “He used to spend nights sleeping in Texas Stadium when his dad was running our beverages. For years, that’s where he stayed until his mom finished work and took him home.”
Jones recalled Malone being about four or five at the time.
“He had a little cot and would sleep there,” Jones said.
Now, decades later, that kid had a stage — and he absolutely owned it.
