X will really mark the spot for NFL content.
The social-media outlet is launching “NFL Gametime,” a new project that offers an NFL feed weaving data, news and creators into the overall user experience. X users can choose to put the new topic-focused stream alongside mainstay feeds like “For You” and “Following.” The stream will be available from season kickoff through the end of the 2027 Super Bowl. The move is seen not only as a way to court sports fans, but also big advertisers that may have felt more ambivalent about working with the Elon Musk-backed social giant in months past.
The NFL feed also features a “GameTime” hub, a static element in the NFL timeline that features real-time scores and statistics alongside the gridiron conversation. X and the NFL have had an alliance in place since 2013, and in the interim have tested concepts that have included audio and sponsored “Spaces,” the live conversations that take place outside the service’s mainstream feeds.
“Advertisers can now reach highly passionate fans across the entire funnel, from awareness and cultural conversation to real-time engagement during live games, all on X,” said Monique Pintarelli, who heads up global advertising for X parent SpaceXAI, in a statement. “Together with the NFL, we’re giving brands a powerful, authentic way to show up throughout the season.”
