X expands Gametime sports hub to MLB, plans NBA integration

X is expanding its Gametime sports hub beyond the NFL, adding Major League Baseball (MLB) this month as the platform steps up efforts to attract sports fans and advertisers.

The expansion will give MLB fans a dedicated space to follow postseason action, with live scores and statistics, team and league content, news, creator posts and real-time conversations organised in one place.

X launched NFL Gametime in August as a central destination for following games, including live scores, play-by-play updates and game-related feeds.

The company announced the broader expansion at Advertising Week New York, saying Gametime would eventually become a year-round destination covering “all professional sports.”

The National Basketball Association (NBA) is among the leagues expected to join the platform soon.

The move is part of X’s broader strategy to use live sports and the large, highly engaged audiences around them to strengthen its appeal to advertisers.

Monique Pintarelli, SpaceXAI’s head of Global Advertising, said Gametime had evolved from a football-focused product into a scalable sports destination within six weeks, attracting interest from advertisers seeking to reach fans before and during major sporting events.

The expansion comes as X continues efforts to rebuild relationships with major advertisers following concerns over content moderation and brand safety under owner Elon Musk.

In July, X settled a multiyear legal dispute with the World Federation of Advertisers (WFA), which the company had accused of helping drive an “illegal boycott” of the platform.

Following the settlement, X said it would reset its relationship with the advertising industry while maintaining its commitment to free speech and developing measures aimed at improving brand safety.