Brands can get involved and sponsor the various "Gametime" sports hubs on X. X
Sports fans using X this fall likely have noticed an enhanced experience around NFL games, after the social platform struck a preseason agreement with the league for its new “[NFL Gametime](/Articles/2026/10/15/genius-sports-licenses-nfl-data-to-x-for-new-gametime-feature/)” hub.
NFL Gametime features two experiences. One is a curated timeline that includes news, highlights and more through a feed in which fans can tailor with their favorite team. The second component is the “Gametime Hub,” which curates data, stats and scores. Both include full league schedules, betting lines, standings and player pages.
The experiences are also sponsorable assets. Google, Fanatics, USAA and Lowe’s are among the partners that have activated on NFL Gametime this season.
“Now you can get so much information all in one place, which is really valuable from all the things that are going out from the league and the clubs and the players themselves,” said Bryce Gustafson, the NFL’s senior director of global social media.
Monique Pintarelli, the head of global advertising for SpaceXAI, said two out of three users on X consider themselves to be NFL fans, and nearly 30% consider themselves to be avid supporters of the league.
But the NFL is not the only league X is working with. It also has introduced similar partnerships with the NBA, MLB and NCAA on college football in recent weeks, and it has plans to add more sports.
The enhancements around sports come as more than 3.7 billion sports posts were made on X in the past 12 months, the platform said. Additionally, X said it has seen 42% growth in audiences using the hubs since the expansion of the Gametime platforms across the NFL, MLB, NBA and college football.
“We have the leagues, the teams, the players and the fans kind of all in one place,” Pintarelli said. “And so the idea is how do we bring all of that together as a home base and really deep innovative experience for the NFL fan to dive in, in a way that they just really can’t anywhere else.
“We want to be useful to the fan. And part of being useful is helping them know when and where to watch the games.”