X expands Gametime sports hub beyond NFL, adds MLB

X is doubling down on sports. The company said Wednesday it’s expanding its Gametime feature beyond the NFL, the first league it covered when the hub launched in August. NFL Gametime offers a single place for live scores, play-by-play updates, and game feeds — built not just for X users who like to discuss games on the platform, but to attract brands and advertisers chasing sports fans.

At Advertising Week New York, X said Gametime will eventually become a year-round destination spanning all professional sports, though that full expansion is not yet live. For now, X announced its second league partnership, with Major League Baseball. The new MLB experience, arriving this month, will let baseball fans follow and join postseason discussions, and will organize scores and stats, team and league content, news, creator content, and real-time discussion. X said content from other leagues, including the NBA, will be added soon.

The expansion comes as X keeps working to win back advertisers by leveraging live sports and their highly engaged fans. Monique Pintarelli, described in the announcement as SpaceXAI’s head of Global Advertising, said: “In just six weeks, Gametime has evolved from a football-focused product into a scalable destination for sports, attracting strong demand across major advertisers from payments to consumer goods looking to engage highly attentive fans from the pregame conversation through the biggest moments of the game.”

The push follows owner Elon Musk’s July settlement of a multiyear legal battle with the advertising trade group the World Federation of Advertisers, which X had sued over an alleged “illegal boycott” of the platform. Some advertisers had grown uncomfortable with X’s lax moderation standards under Musk and with his outsized, often politically outspoken presence on the platform; Musk believed the WFA’s guidelines had steered brands and agencies away from X by suggesting their ads could appear next to harmful content. X’s July announcement of the settlement said the move resets the relationship between the two organizations, and the company committed to both free-speech and brand-safety work.

Why it matters

If the MLB rollout lands, X’s bet on live sports as an advertiser draw could become a template for winning back brands it lost during Musk’s moderation disputes, ahead of the year-round, all-sports expansion X has already promised.