X said its Gametime sports feature, which initially focused on the NFL, will add a Major League Baseball experience in October. The company says it will bring scores, statistics, news and postseason discussions into one hub.
X launched NFL Gametime in August. The feature brings together live scores, play-by-play updates, game feeds and discussion of sporting events. At Advertising Week New York, the company said it wants Gametime to become a year-round destination covering all professional sports. That full expansion was not yet live as of October 7.
Major League Baseball is the first new league partner after the NFL. The MLB experience is due to arrive this month. It will organise league and team content, news, creator posts and real-time discussions alongside scores and statistics. X said other leagues, including the NBA, would be added soon.
The expansion is part of X’s effort to win back advertisers by drawing brands to live sports and their engaged audiences. SpaceXAI global advertising head Monique Pintarelli said Gametime had grown from a football-focused product into a scalable sports destination in six weeks and had attracted interest from major advertisers across industries.
The launch follows X’s dispute with the World Federation of Advertisers (WFA). The parties settled a multiyear court case in July. X had accused the advertising group of an illegal boycott. Some brands had raised concerns about the platform’s moderation standards and the risk of ads appearing next to harmful content. X said the settlement would reset relations with the WFA and pledged to continue work on free speech and brand safety.