X Gametime sports just got bigger. On Wednesday, X announced that its Gametime feature is expanding beyond the NFL for the first time, starting with Major League Baseball (MLB). The move marks a significant step in the platform’s push to become a year-round home for live sports.
First announced in August, NFL Gametime gave users a single hub for tracking live scores, following play-by-play updates, and tuning into game feeds. The goal was never just to serve X users who gather on the platform to discuss live sporting events. It was also designed to attract brands and advertisers eager to reach passionate sports fans.
A Year-Round Destination for Sports
Speaking at Advertising Week New York, X said Gametime will become a year-round destination spanning “all professional sports.” However, that full expansion is not live yet. Instead, X announced its second league partnership with Major League Baseball, arriving this month.
The new MLB experience will let baseball fans follow and engage in postseason discussions. It organizes scores and stats, team and league content, plus news, creator content, and real-time discussions. This gives fans a dedicated space to follow their teams throughout the playoffs.
X said content from other leagues will be added soon, including the NBA. That means the X Gametime sports hub is set to grow well beyond football and baseball in the months ahead.
Why X Is Betting on Live Sports
The expansion of Gametime comes as X continues its efforts to win back advertisers. The platform is leveraging live sports and their highly engaged fans as a way to draw brands back. Sports fans are among the most attentive audiences on social media, and X wants to capitalize on that.
“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,” said SpaceXAI’s head of Global Advertising, Monique Pintarelli, in an announcement.
That quote highlights the rapid growth of the feature and the advertising demand it has generated. Brands from multiple sectors are seeing value in reaching fans who are deeply focused on the action.
Advertising Troubles Behind the Push
The new feature’s introduction follows X owner Elon Musk’s July settlement in a multiyear legal battle with the advertising trade group the World Federation of Advertisers (WFA). X had sued the WFA for its alleged “illegal boycott” of the platform.
Some advertisers had become uncomfortable with the platform’s lax moderation standards under Musk, as well as with Musk’s outsized position on the social media site. He often spouted controversial views and politics via X posts. Musk believed the WFA’s guidelines had steered brands and ad agencies away from X, suggesting it was a place where their ads could appear next to harmful online content.
X’s announcement of the settlement in July said the move “resets the relationship between the two organizations.” The company also committed to both freedom of speech and brand-safety innovations. Those commitments are part of the broader effort to reassure advertisers.
What Gametime Offers Fans
For everyday users, the X Gametime sports experience is about convenience and engagement. Instead of jumping between apps to check scores, stats, and reactions, fans can find everything in one place. The hub brings together live updates, creator content, and real-time conversations.
During the postseason, baseball fans can follow along as games unfold. They can see scores update in real time, read stats, and join discussions with other fans. The integration of news and creator content adds more depth to the experience.
This approach mirrors how people already use X during major sporting events. The platform has long been a gathering place for live reactions. Gametime formalizes that behavior into a structured product.
With MLB now on board and the NBA expected soon, X is positioning Gametime as a scalable home for sports content and advertising. For fans, it means a single place to follow scores, stats, and real-time discussion. For advertisers, it represents a chance to reach highly attentive audiences from pregame talk through the game’s biggest moments.
The success of the NFL version suggests there is appetite for this kind of hub. Expanding to MLB tests whether the model works across different sports and fan bases. If it does, the year-round vision could become a reality.
For now, the MLB experience is the next chapter in the X Gametime sports story. Fans of baseball have a new way to follow the postseason, and X has another tool in its effort to win back advertisers. Whether that translates into lasting growth remains to be seen, but the direction is clear.
