X turns NFL-focused Gametime into broader sports hub with MLB launch
X is broadening its Gametime feature from an NFL-focused product into a year-round sports hub, beginning with Major League Baseball this month. The MLB section will gather scores, statistics, team and league content, creator posts, and live discussions, with other leagues such as the NBA to follow. The company is using live sports to draw advertisers back to the platform.
X introduced Gametime in August as an NFL-centered hub for live scores, play-by-play, game feeds, and related updates. At Advertising Week New York, the company said it intends the feature to become a year-round destination covering all professional sports, though that broader rollout is not yet complete.
The MLB section, X’s second league partnership, launches this month with postseason discussion plus scores, statistics, team and league material, news, creator posts, and live conversation. The NBA and other leagues are expected later. The push follows X’s July settlement with the World Federation of Advertisers over an alleged advertising boycott, after advertiser concerns about moderation and Musk’s posts.
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