X has expanded its Gametime sports hub beyond the NFL by adding Major League Baseball as its second league partner. The company announced the expansion on October 7, just in time for the MLB postseason. X also said it plans to turn Gametime into a year-round destination that covers all professional sports.
X originally launched NFL Gametime on August 27 as a dedicated feed alongside the For You and Following tabs.
We’ve launched NFL Gametime for 𝕏, a new way to track live scores, play-by-play, game feeds and more. The experience is great. If you’re a football fan, this one’s for you. https://t.co/E2Gjs6x5Xa
— Benji Taylor (@benjitaylor) August 27, 2026
The hub shows real-time scores, play-by-play updates, league news, and creator commentary during games. It also pulls in related posts and discussions from across the platform. The NFL feed will run through the 2027 Super Bowl, and the two organizations have maintained a partnership since 2013.
The new MLB experience brings the same format to baseball. Fans can now follow postseason games with live scores, team and league stats, news, and real-time discussions. X confirmed that NBA content will arrive soon as part of the broader expansion.
Gametime serves a clear business purpose for X as well. The platform wants to attract advertisers who seek access to engaged sports audiences. Monique Pintarelli, head of Global Advertising at X, said the product already draws “strong demand from major advertisers” in categories like payments and consumer goods. She also described Gametime as a “scalable destination for sports” that evolved from a football-focused product in just six weeks.
In July this year, X settled a legal dispute with the World Federation of Advertisers (WFA). The Elon Musk-owned social media platform had sued the organization over what it called an “illegal boycott”. Many advertisers had previously pulled spending because of concerns about content moderation and controversial posts from owner Elon Musk. The settlement reportedly resets the relationship between X and the advertising industry.
Sports content has therefore become central to X’s advertiser strategy. Live events consistently drive high engagement on the platform, and dedicated hubs give brands a controlled environment to place ads alongside real-time conversations. The NFL partnership already proved this model works, and MLB’s postseason provides another high-traffic opportunity. Experts and users also mull over the possibility of the gaming expansion to also cover other gaming events across the globe, particularly cricket which gains massive traffic during South Asian clashes of India-Pakistan.
X has not yet announced a full timeline for adding other leagues. However, the rapid move from NFL to MLB in roughly six weeks suggests the platform intends to add more sports quickly as their respective seasons begin.
