X expands NFL partnership with ‘Gametime’ football feed

X is expanding its NFL partnership with a new dedicated football feed that combines real-time scores, statistics, news and posts from journalists and creators.

The social platform is launching “NFL Gametime,” which users can add alongside existing feeds such as “For You” and “Following.” The NFL-focused stream will remain available from the start of the season through the 2027 Super Bowl.

A “GameTime” hub built into the feed will provide live scores and statistics while allowing users to follow conversations surrounding games, teams and players.

The initiative marks an expansion of a relationship between X and the NFL that dates to 2013. The two companies have previously experimented with sponsored content, live audio and Spaces built around NFL events.

It was not clear if the Gametime feed will include highlight clips. 

“For years, X has been a key platform for NFL fans to connect, react and engage around every NFL moment,” said Brent Lawton, the NFL’s vice president of media strategy and business development in a statement. “We’re excited to deepen our partnership with NFL Gametime on X, allowing our fans to have official scores and stats, team content, and the conversation together in one place.”

The feed includes posts from NFL reporters, analysts and personalities. Variety reported that early content included posts from ESPN’s Pat McAfee and Mina Kimes, Cleveland.com reporter Mary Kay Cabot, NFL spokesman Brian McCarthy and The Athletic’s Jonathan Jones.

X is also positioning NFL Gametime as an advertising product as the company works to strengthen relationships with major marketers.

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The company says research shows about two-thirds of U.S. X users are NFL fans, giving advertisers an opportunity to reach audiences before, during and after games.

“Advertisers can now reach highly passionate fans across the entire funnel, from awareness and cultural conversation to real-time engagement during live games, all on X,” Monique Pintarelli, who oversees global advertising for X parent SpaceXAI, said in a statement.

The launch comes after a period of tension between X and the advertising industry following Elon Musk’s $44 billion acquisition of the platform, then known as Twitter, in 2022.