• by Colin Kirkland , over 1 hour ago

X is expanding its Gametime live updates hub from the National Football League (NFL) to Major League Baseball (MLB) and potentially, “all professional sports” year round, according to a company presentation at Advertising Week New York this week. 

Originally launched in August, X’s NFL Gametime feature is similar to TikTok’s NFL in-app hub. 

Without leaving the platform, users can track real-time NFL scores, player stats, play-by-play updates, as well as relevant posts and commentary from sports journalists and popular creators through the end of the season.

According to Monique Pintarelli, xAI’s head of global advertising, over the past six weeks, Gametime has sparked interest from advertisers -- “from payments to consumer goods” -- that are looking to capture the attention of NFL fans through “pregame conversation” and notable moments from the games. 

Building on this offering, X has signed its second professional league partnership with the MLB, giving baseball fans the same ability to track content, discussions, and stats throughout the season. 

During its AWNY presentation, the company announced that content from additional professional sports leagues would be added soon, including the National Basketball Association (NBA). 

Introducing more official sports content to the X platform highlights the social media company’s attempt to rebuild its advertising business since Elon Musk’s 2022 takeover of the company, previously known as Twitter. 

With sports remaining a primary driver of usage across the platform, X is also trying to bring in more creators by offering more opportunities to expand their reach and monetization for both niche and mainstream sports communities.