X Expands Gametime to MLB as It Courts Sports Advertisers
X expands Gametime from NFL coverage to MLB postseason scores, stats and live discussion, courting advertisers with a year-round sports hub and NBA plans.
Summary
X said on October 7, 2026, at Advertising Week New York that Gametime will expand from an NFL-only feature into a year-round hub covering all professional sports. First announced in August, NFL Gametime centralizes live scores, play-by-play updates, game feeds and live-event conversation. The full vision is not live; MLB is the second league partner, with a postseason experience arriving in October that organizes scores, statistics, team and league content, news, creator posts and real-time discussion. NBA content is due soon, but X gave no date.
The expansion is designed both for fans and to win back brands by pairing ads with highly engaged sports audiences. SpaceXAI head of Global Advertising Monique Pintarelli said Gametime grew from a football product to a scalable sports destination in six weeks, drawing strong demand from major payments and consumer-goods advertisers across pregame discussion and key game moments. It follows Elon Musk's July settlement with the World Federation of Advertisers, ending a multiyear lawsuit in which X alleged an illegal boycott. Brands had objected to lax moderation, Musk's controversial political posts and the risk of ads appearing beside harmful content. X said the settlement reset relations and pledged freedom of speech and brand-safety innovations.
Positives
- MLB becomes Gametime's second league partner, adding postseason scores, statistics, official content, news, creator posts and real-time discussion in October.
- Gametime will expand into a year-round destination spanning all professional sports rather than remaining limited to the NFL.
- NBA content is scheduled to join Gametime after the MLB postseason experience.
- Six weeks after launch, Gametime has attracted strong demand from major payments and consumer-goods advertisers, according to Monique Pintarelli.
- July's settlement with the World Federation of Advertisers reset relations and included commitments to brand-safety innovation.
Risks & concerns
- X has not yet activated the promised Gametime expansion across all professional sports.
- NBA content has no launch date beyond X's statement that it will arrive soon.
- X is still trying to win back advertisers after brands became uncomfortable with its moderation and Elon Musk's prominence on the platform.
- Brands feared their advertisements could appear beside harmful content, despite X's commitment to brand-safety innovation.