Technology · Social media platforms · published 2026-08-27 · via Engadget

X and NFL launch NFL Gametime feed to win back advertisers

X introduced NFL Gametime, a dedicated feed with live scores, news, and creator commentary, available until the 2027 Super Bowl. The move is seen as an attempt to attract advertisers who have shied away due to platform controversies. The NFL has maintained its partnership with X since 2013 and restricts teams from rival platforms.

Expanded Detail

The NFL Gametime feed represents a significant integration between the league and the platform, bundling live scoring data, league news, and creator commentary into a single dedicated space alongside the existing For You and Following feeds. The feature will remain active through the 2027 Super Bowl, giving both organizations a multi-season runway for the partnership.

The NFL's commitment to X extends well beyond this new offering. The league has maintained its alignment with the platform since 2013, renewed its agreement in 2024, and has restricted individual teams from establishing official accounts on competing services such as Bluesky. This loyalty stands in stark contrast to the broader advertising market's retreat from X amid controversies, including legal disputes over AI-generated content and Musk's failed lawsuit against advertisers.

Context

This partnership could influence how sports leagues and brands navigate controversial platforms. Advertisers may weigh the NFL's mainstream appeal

Expanded detail and Context are AI-generated analysis; the linked article remains the authoritative source.

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This summary is Al-enhanced to contain extended analysis and broader social context. The original is {NAME); the linked article is the authoritative source. Original headline: “X and the NFL have teamed up to launch a dedicated football feed.” Browse more stories.