X expands its Gametime sports hub beyond the NFL, starting with MLB

The social media platform formerly known as Twitter is doubling down on sports engagement. Recent announcements reveal that X is expanding its Gametime feature to go far beyond tracking the NFL alone, aiming to transform the tool into a comprehensive, year-round destination for sports fans.

First introduced in August, NFL Gametime was originally launched as a dedicated hub where users could track live scores, receive play-by-play updates, and tune into game feeds. The tool was created not just to enhance the user experience for those discussing live sporting events, but also to woo brands and advertisers eager to reach passionate sports communities.

At Advertising Week New York, representatives from X confirmed that Gametime will evolve into a year-round destination encompassing all professional sports. Although the complete rollout covering every league is not yet live, the platform announced its second major league partnership with Major League Baseball.

Launching this month, the new MLB experience is designed to help baseball fans follow and engage in postseason discussions. It will organize vital information such as scores, stats, team and league content, breaking news, creator content, and real-time community discussions.

X has also indicated that content from additional leagues, including the NBA, will be integrated into the hub in the near future. This swift expansion underscores the platform's strategic focus on live sports as a primary catalyst for user engagement and commercial growth.

The push to expand Gametime arrives as X continues its ongoing efforts to win back major advertisers. By leveraging live sports and their highly engaged audiences, the company hopes to draw brands back to the platform following a turbulent period in its advertising business.

Monique Pintarelli, Head of Global Advertising, highlighted the rapid evolution of the product. She noted that within just six weeks, Gametime has transformed from a football-focused tool into a scalable sports destination that has successfully attracted strong demand from major advertisers spanning payments and consumer goods.

These advertisers are eager to connect with attentive fans throughout the entire sports experience, from pregame conversations through the biggest moments of the game. The product's introduction follows a significant legal milestone for the company.

In July, X owner Elon Musk reached a settlement in a multiyear legal battle with the World Federation of Advertisers. X had previously sued the advertising trade group over an alleged illegal boycott of the platform.

Some advertisers had grown uncomfortable with the platform's moderation standards and the controversial content posted by Musk. The settlement has helped reset the relationship between the organizations, with X committing to both free speech and brand-safety innovations.

Ultimately, the expansion of Gametime represents a critical pillar in X's commercial strategy. By blending real-time social commentary with live sports data and league partnerships, the platform is attempting to build a sustainable ecosystem for both fans and brands alike.