When Post Malone stepped onto the field at AT&T Stadium on Thanksgiving Day, November 23, 2023, he wasn’t just performing for 80,000 fans—he was honoring a legacy written in concession stands and stadium corridors. His father, Rich Post, spent 14 years as the Dallas Cowboys Football Club’s assistant director of food and beverage, overseeing everything from hot dogs to champagne service at both Texas Stadium and its successor in Arlington, Texas. Now, the son who grew up in Grapevine, Texas with Cowboys gear on his back and game-day rituals in his bones, stood under the same lights where his dad once handed out nachos and beer. It wasn’t just a performance. It was homecoming.
A Family Bond Built on Concessions and Crowds
Rich Post didn’t wear a helmet or throw a touchdown pass, but his role was no less vital to the Cowboys’ ecosystem. From 2005 to 2019, he managed concession operations for one of the most high-pressure environments in sports: a stadium that regularly hosts over 80,000 fans, luxury suites, and national TV cameras. His job meant long hours, holiday shifts, and an intimate view of the team’s inner workings. And he made sure his son never missed it. "There was only one rule in my house," Rich told NBC DFW on November 27, 2023, his voice trailing off just enough to let the silence speak. "You had to be in..." The implication was clear: Cowboys fandom wasn’t optional. It was family doctrine.That rule shaped Post Malone’s identity. Even as he rose to fame with "White Iverson" in 2015, he didn’t forget where he came from. That year, during a private Cowboys event, the then-unknown artist was invited to perform. Cameras rolled as he belted out his breakout hit—surrounded by players, coaches, and staff who’d never seen anything like it. "Quite a moment for the Post family," Rich recalled. "Everyone was videotaping my kid up on stage."
Thanksgiving, Tradition, and a Full-Circle Finale
Thanksgiving Day football is sacred in North Texas. Since 1966, the Cowboys have hosted a game every year on the holiday, turning AT&T Stadium into a national stage. This year’s matchup was more than just another win-or-lose contest—it was the kickoff for the Salvation Army’s 29th annual Big Red Kettle Campaign, backed by the Gene and Jerry Jones Family. Post Malone’s performance was deliberately chosen: a local boy made good, returning to the place that shaped him.He opened with "Country Money, Honey," lyrics dripping with swagger: "COME ON AND GET YOU SOME, IT’S HARD TO WALK A STRAIGHT LINE." Then came "Shelf," a track that, in a strange twist, echoed the team’s resilience: "THEY SAY TEAMWORK MAKES THE DREAM WORK. HELL I HAD SOME HELP." The crowd roared. Cameras zoomed in on the stands, where Rich Post sat, quiet, eyes glistening. After the final note, Post Malone looked up, paused, and said: "Ladies and gentlemen, make some noise for the best team in the world, the Dallas Cowboys. I hope everyone has a great night. I hope everyone has a happy Thanksgiving and I love you more."
The Ripple Effect: From Concession Stands to Headlining Shows
This wasn’t just a feel-good story. It’s a rare example of how sports infrastructure creates generational bonds. Rich Post’s job didn’t make him famous, but it gave his son access to the culture, the rituals, the noise—and the belief that he belonged there. Even now, former employees say they remember seeing young Austin wandering the concourses with a headset on, watching rehearsals, absorbing the energy. One YouTube commenter, whose father-in-law was a cameraman that day, wrote: "After the day-before practice, Posty came over to the camera guys and hung..." The sentence trails off—but the image is complete.Compare this to other halftime acts: Dolly Parton in 2018, Kenny Chesney in 2021. They were stars. But Post Malone? He was family. His father’s name isn’t on the trophy case, but his fingerprints are on the stadium’s soul. And now, so are his son’s.
What Comes Next? A New Chapter in the Same Arena
The Cowboys haven’t announced who’ll headline next Thanksgiving, but the precedent is set. Local talent with deep roots? That’s the new standard. Post Malone’s performance didn’t just elevate the halftime show—it redefined what it means to represent a team. It’s not about being the biggest star. It’s about being the one who grew up in the shadow of the scoreboard.And for Rich Post? He’s still around the stadium, though retired since 2019. He says he still watches every game. "I don’t need to be on the payroll to love this team," he told reporters. "I just need to be in the stands."
Frequently Asked Questions
How did Rich Post’s job influence Post Malone’s music career?
Rich Post’s role gave young Austin unrestricted access to Cowboys games, locker room culture, and the energy of live sports—experiences that shaped his stage presence and lyrical themes. He witnessed firsthand how crowds react, how performers command attention, and how loyalty works in a community. Those lessons translated into his music’s authenticity and connection with audiences.
Why is this Thanksgiving performance significant beyond the music?
It symbolizes the quiet, unsung workers behind sports franchises—people like Rich Post who keep the lights on, the food flowing, and the fans happy. Post Malone’s performance honored that labor, turning a corporate role into a legacy. It also reinforced the Cowboys’ cultural weight in Texas, showing that even global stars owe their roots to local institutions.
Did Post Malone have any prior ties to AT&T Stadium before the halftime show?
Yes. In 2015, during a private Cowboys event, he performed "White Iverson" on a small stage while staff and players recorded him. That moment, captured on phone cameras, was a turning point for his family. It proved his talent could resonate even in the Cowboys’ world—where fame is measured in touchdowns, not streams.
What role did the Jones family play in selecting Post Malone for the show?
While the Cowboys organization makes final decisions, the Gene and Jerry Jones Family, who own the team, prioritize local storytelling in high-profile moments. Post Malone’s Texas roots, combined with his father’s decades-long service, made him an ideal pick—not just for his popularity, but for the emotional narrative he represented.
How does this compare to other celebrity performances at Cowboys games?
Previous acts like Dolly Parton and Kenny Chesney were chosen for broad appeal. Post Malone’s selection was different: it was personal. He wasn’t just a big-name artist—he was the son of an employee. That intimacy created a deeper connection with fans, especially Texans who see themselves in his story.
Is there a chance Post Malone will perform again at AT&T Stadium?
Highly likely. The emotional resonance of this performance set a new benchmark. With his ties to the team, his Texas identity, and the public’s overwhelmingly positive reaction, future Cowboys events—especially Thanksgiving or playoff games—could easily feature him again. He’s no longer just a performer. He’s part of the franchise’s living history.
