• by Colin Kirkland , Yesterday

In an effort to engage both sports fans and advertisers, X is further expanding its Gametime live updates hub to include real-time scores, highlights, discussion and licensed content surrounding the National Basketball Association’s (NBA) 2026-2027 season. 

X originally launched its Gametime initiative in August with the NFL, offering a similar in-app feature as TikTok’s GamePlan NFL hub. 

Partnering with the NBA marks X’s third professional league Gametime launch, following last week’s MLB partnership. 

“Throughout the season, fans can tap into NBA Gametime on X to follow live scores and stats, discover official league and team content, catch creator commentary, and join real-time conversations,” during games, according to X’s recent announcement. 

Within the designated NBA Gametime hub, users will find various engagement offerings, including a designated feed showcasing information on where to watch live games, follow news and discover highlights, creator takes and fan reactions. 

Users will also have the option to personalize their experience by selecting their favorite NBA teams for prioritized game coverage, news and team-specific notifications. 

During live games, users can take part in real-time conversations with fans within the Chat tab, set notification reminders for game start times, and view game highlights alongside each play in the hub’s Plays tab. 

In addition, users can select “Tap to Watch,” which will help them access live NBA games through the X app.  

As Monique Pintarelli, X’s head of global advertising, explains in the company’s announcement, partnering with the NBA marks a strategic attempt from X to deliver a full-funnel opportunity to brands in one place, “connecting them with fans from pregame discussion…and across the entire NBA season.”

Moving forward, X plans to expand its Gametime offering across “all professional sports” year round.