X expands its ‘Gametime’ sports hub beyond the NFL, starting with MLB

X is expanding the scope of its Gametime feature, moving it beyond an NFL-only offering to a broader, year-round sports hub. First introduced as a centralized place for live scores, play-by-play updates and game feeds for the NFL, Gametime will now include Major League Baseball, with the MLB experience arriving this month. That rollout will organize scores and stats, aggregate team and league content, surface news and creator content, and support real-time fan discussions around postseason play. The company announced the broader sports ambition at Advertising Week New York, saying Gametime will eventually span “all professional sports.” X indicated other leagues’ content will be added soon and specifically named the NBA as an upcoming addition. For advertisers, X is positioning Gametime as a scalable environment to reach highly attentive sports audiences from pregame chatter through the key moments of contests. X framed the move as part of its strategy to rekindle advertiser interest after a period of pullback tied to moderation and brand-safety concerns. The expansion follows X owner Elon Musk’s July settlement with the World Federation of Advertisers (WFA) that aimed to reset relations between the company and the advertising industry; X said at the time it would pursue both freedom-of-speech and brand-safety innovations. Industry advertising executives have already signaled demand for the Gametime product: Monique Pintarelli, head of Global Advertising at SpaceXAI, said Gametime has rapidly grown from a football-focused product into a broader destination attracting interest from major advertisers. X did not provide a precise timetable for when all professional leagues would be available inside Gametime, beyond saying MLB content is arriving this month and that additional leagues will follow. The company’s broader effort illustrates a bet that live sports, with their fervent real-time audiences, can help rebuild advertising dollars on the platform.