X Expands Gametime Sports Hub Beyond NFL with MLB Partnership
Twitter parent company X is expanding its 'Gametime' sports hub beyond the National Football League (NFL) to include Major League Baseball (MLB). The feature, launched in August for football fans, now offers a centralized platform where users can track live scores, access play-by-play updates, and engage with game-related content. This expansion aims not only to serve sports enthusiasts but also attract advertisers seeking to connect with passionate fanbases through real-time engagement. The MLB integration is set to launch this month and will include features such as scores, stats, team news, creator content, and live discussions around the postseason. X plans to add other leagues like the NBA in the near future. The move aligns with broader efforts by X CEO Elon Musk to regain advertiser trust following a legal dispute with the World Federation of Advertisers (WFA) earlier this year. Monique Pintarelli, Head of Global Advertising at SpaceXAI, highlighted strong interest from advertisers across various sectors in using Gametime as an engagement tool during key moments. The platform has committed to balancing free speech and brand safety innovations following the settlement with WFA.
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Topics: advertising strategy Gametime social media sports features X