X is expanding Gametime, the sports hub it launched for NFL fans, to Major League Baseball just in time for the postseason. The new MLB experience, arriving this month, pulls together scores, stats, team and league content, news, creator posts, and live discussion in one place. X announced the move at Advertising Week New York and said Gametime will eventually become a year-round destination spanning all professional sports; the full rollout is not live yet, but the NBA is expected to follow.
Sports is now central to X’s effort to bring advertisers back to the platform. The company first introduced Gametime in August as an NFL product, aiming not only to serve fans who discuss games on the social network but also to give brands a way to reach highly engaged audiences. Monique Pintarelli, the platform’s global advertising lead, said in the announcement that Gametime had attracted strong demand from major advertisers in categories such as payments and consumer goods.
The expansion comes after X’s July settlement with the World Federation of Advertisers, ending a multiyear lawsuit in which X accused the ad industry group of an illegal boycott. Some advertisers had grown uncomfortable with the platform’s moderation standards and Elon Musk’s posts, while X said the settlement would reset the relationship and allow it to focus on both free speech and brand safety.
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