• by Colin Kirkland , 2 hours ago

To help bolster real-time conversations taking place around the National Football League (NFL), Threads has assembled a team of commentators and creators who have built audiences around the professional sport. 

Similar to X, Threads’ primary competitor, the platform is attempting to build out its content offerings and advertising opportunities based on the discussions already engaging a notable portion of its user base. 

According to the company's announcement post, an in-app community has already formed around the NFL, from which some of the “most active conversations” on Threads currently arise.

Therefore, starting in November, Threads users will begin seeing Live Chats taking place among this newly assembled creator team.

Specifically, the group features a blend of former NFL players (Brandon Marshall, Chase Daniel), known football commentators (Matt Lombardo, Mina Kimes), and content creators (Black Girls Love Football, Griffin Prock).

Together, “Team Threads” will host real-time discussions taking on the ongoing NFL season, while also posting insights and analysis for the app's NFL community.

Bringing together popular voices surrounding NFL engagement on the app builds on Threads' NFL Media Center launch. Ahead of last year's Super Bowl, the company designated a branded in-person booth in which popular creators and podcasters recorded real-time programming and engaged with Threads users.

The potential success of Team Threads will also depend on the platform's recently launched Live Chats feature, which invites brands, creators, and fans to strike up conversation around relevant real-time events.

Unlike regular group chats, Live Chats alerts followers when someone is chatting live and features real-time polls, countdowns, live game scores and more, providing a suitable space to post game time stats.