X adds MLB postseason coverage to Gametime

X is expanding Gametime beyond its NFL-focused launch, adding Major League Baseball as the feature’s second league partnership. The MLB experience is scheduled to arrive this month, giving baseball fans a hub to follow and engage in postseason discussions.

Gametime will organize postseason scores and stats alongside team and league content, news, creator posts and real-time discussions. The aim is to bring the different ways fans follow games and talk about them on X into one place. The feature builds on NFL Gametime, which offers live scores, play-by-play updates and game feeds.

The MLB addition is the first step in a broader plan for Gametime, which X said will become a year-round destination spanning all professional sports. That full expansion was not yet live when the company announced the baseball partnership. X said content from other leagues, including the NBA, would be added soon.

By organizing postseason information and conversations in a single hub, the new experience extends Gametime’s focus from football to baseball at a time when fans are following the MLB playoffs. X announced the partnership on Wednesday, with the MLB experience set to arrive during the month.

Gametime is planned to span professional sports

When X first announced Gametime in August, it was built around the NFL. The feature brings live scores, play-by-play updates and game feeds into a single hub, giving fans a place to follow games and discuss them on the platform.

X now has a broader goal: at Advertising Week New York, the company said Gametime would become a year-round destination spanning “all professional sports.” That ambition is not fully reflected in the product yet. The first expansion beyond football is MLB, with a postseason experience due to arrive this month. X said content from other leagues will be added soon, including the NBA.

The planned shift would take Gametime from a football-focused feature to a destination for fans across professional sports throughout the year. In its announcement, X described the product as having evolved into a scalable sports destination in just six weeks. For now, however, the rollout is beginning with MLB rather than a complete slate of leagues, while the NBA and other league content remain planned additions.

Sports fans are part of X’s advertiser strategy

X is using live sports and the highly engaged audiences they bring to attract brands and advertisers back to the platform. Gametime is intended not only as a place for users to follow games and discuss them in real time, but also as a way for advertisers to reach passionate sports fans.

The strategy builds on the attention fans give to the full arc of a game, from pregame conversation through its biggest moments. At Advertising Week New York, X described Gametime as a year-round destination that will span professional sports, with its expansion beginning beyond the NFL.

Monique Pintarelli, SpaceXAI’s head of Global Advertising, said the product had gained traction quickly. “In just six weeks, Gametime has evolved from a football-focused product into a scalable destination for sports, attracting strong demand across major advertisers from payments to consumer goods looking to engage highly attentive fans from the pregame conversation through the biggest moments of the game,” she said.

Her claim highlights the commercial pitch behind the sports hub: X is positioning live coverage and engaged fans as an opportunity for advertisers across categories.

The expansion follows X’s WFA settlement

The broader sports push comes as X continues trying to win back advertisers. In July, owner Elon Musk settled a multiyear legal battle with the World Federation of Advertisers (WFA), which X had sued over what it called an “illegal boycott” of the platform.

Some advertisers had grown uncomfortable with X’s moderation standards under Musk, as well as his prominent role on the platform. Musk frequently posted controversial views and political opinions, while arguing that WFA guidelines had steered brands and agencies away from X by suggesting their ads could appear beside harmful content.

In announcing the settlement, X said it “resets the relationship between the two organizations.” The company also committed to both freedom of speech and brand-safety innovations. The agreement comes amid X’s efforts to make the platform more appealing to advertisers, including through live sports and the highly engaged audiences around games.