X has unveiled “NFL Gametime,” a specialized football feed that will sit alongside the platform’s existing “For You” and “Following” feeds. The new feature integrates statistics, reporting, and commentary from prominent sports journalists and commentators into a cohesive viewing experience for users. According to X, the feed will remain available throughout the upcoming NFL season and extend through Super Bowl 2027.
The dedicated feed includes a “GameTime” hub displaying live scores and real-time statistics alongside ongoing fan discussions. X indicates that approximately two-thirds of its U.S. user base follows NFL content, positioning the launch as an opportunity to engage passionate sports enthusiasts. The feed will showcase contributions from notable sports figures including ESPN personalities and veteran sports reporters, all integrated seamlessly across the platform’s various surfaces.
The initiative represents an effort to strengthen X’s appeal to advertisers seeking authentic connections with engaged fan communities. A statement from X’s global advertising leadership emphasized that brands can now reach audiences throughout the entire marketing funnel, from initial awareness to live game engagement. This launch builds on an existing partnership between X and the NFL dating back to 2013, during which the organizations have tested various interactive features including audio discussions and sponsored programming.
Originally reported by Variety →
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