X is expanding its Gametime sports hub beyond the NFL, starting with a new Major League Baseball experience designed around postseason coverage. The move turns a football-focused product into a broader live-sports destination and gives the platform another way to attract both fans and advertisers.
Gametime first launched around the NFL, combining live scores, play-by-play updates and real-time conversation in one place. X now says the product will eventually cover professional sports year-round.
MLB becomes Gametime’s second major league
The MLB version is set to arrive this month and will organise postseason scores and statistics alongside team and league content, news, creator posts and live discussion. The goal is to make it easier for fans to follow a game while staying inside the conversation already happening on X.
Other leagues are expected to follow, with the NBA among those X says it will add next. The company is positioning Gametime as a reusable sports format rather than a feature tied to one league or season.
X is also pitching Gametime to advertisers
The expansion is part of a broader effort to make live sports a stronger advertising product. X says Gametime has drawn interest from major advertisers looking to reach fans before, during and after games, when engagement around sports is typically highest.
That strategy builds on X’s longstanding role as a platform for real-time sports conversation. Company executives have repeatedly emphasised live events as a core part of the service, including its efforts to position X around major cultural and live moments.
X Business has also continued promoting the platform as a place for brands to join high-attention conversations, with advertising campaigns centred on live engagement as part of that pitch.
Sports become part of X’s advertiser recovery strategy
The Gametime rollout comes as X continues trying to strengthen relationships with advertisers after years of tension over brand safety and content moderation. Live sports offer the company a relatively straightforward way to build high-volume, real-time engagement around widely followed events.
By adding MLB and planning support for more leagues, X is trying to turn that existing sports conversation into a more structured product. If the expansion continues, Gametime could become a permanent sports layer inside the platform rather than a seasonal NFL feature.
