X Expands Gametime Sports Hub to MLB and Beyond, Targeting Year-Round Advertisers
Arriving this month, X’s MLB hub will combine postseason discussions with scores, stats, news, creator content and real-time conversations. Gametime launched as an NFL feature in August and will soon add the NBA, as X courts year-round advertiser demand.
X announced on October 7, 2026, that it is expanding its “Gametime” sports feature beyond the NFL to cover Major League Baseball, with additional leagues to follow. The company made the announcement at Advertising Week New York, where it said Gametime would become a year-round destination spanning “all professional sports.”
Gametime was first announced in August 2026 as an NFL-focused hub offering live scores, play-by-play updates, and game feeds in a single location on the platform. The new MLB experience, arriving this month, will let baseball fans follow postseason discussions and access scores, stats, team and league content, news, creator content, and real-time conversations. X said content from other leagues, including the NBA, will be added soon.
Monique Pintarelli, head of Global Advertising at SpaceXAI, said in an announcement: “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 expansion is part of X’s broader effort to attract advertisers back to the platform by leveraging live sports and their engaged audiences. The move follows X owner Elon Musk’s July 2026 settlement with the World Federation of Advertisers (WFA), an advertising trade group that X had sued for an alleged “illegal boycott” of the platform. Some advertisers had distanced themselves from X over concerns about the platform’s content moderation standards and Musk’s public posts on controversial topics.
X said the settlement “resets the relationship between the two organizations” and that the company has committed to both freedom of speech and brand-safety measures. The Gametime expansion may signal an attempt to use sports content as a concrete draw for brands that had previously pulled back from the platform.