X Launches 'NFL Gametime' Feed, Pairing Live Scores and Creator Content for Football Season
X has launched "NFL Gametime," a dedicated football feed that mixes real-time data, news and creator content into the user experience, available from the 2026 season kickoff through the Super Bowl in early 2027 Variety.
Users can add the "NFL Gametime" feed alongside the existing "For You" and "Following" tabs — the two default timelines most people already scroll. The new feed includes a "GameTime hub," a pinned element in the NFL timeline that shows live scores and statistics as games unfold Variety.
X and the NFL have maintained an alliance since 2013, and the new feed extends that long-running partnership. Brent Lawton, the NFL's vice president of media strategy and business development, said in a statement that the league is "excited to deepen its partnership" through the Gametime feed Variety.
For X, the pitch to advertisers is straightforward. Monique Pintarelli, who heads global advertising for X parent company SpaceXAI, said in a statement that advertisers can now reach passionate NFL fans "across the entire funnel" — meaning from building brand awareness all the way through to a purchase Variety. X executives cited internal research indicating that two out of three U.S. users on the platform are NFL fans Variety.
The advertising context matters. In July 2026, X settled a lawsuit it had filed in 2024 against the World Federation of Advertisers, alleging a systematic illegal boycott of the platform. The settlement included an agreement that the deal "resets the relationship" between the two organisations Variety.
That reset now sits alongside a major sports product aimed squarely at drawing ad spending back to the platform. The timing lines up with the NFL preseason ramping toward the regular season, when fan engagement and advertiser interest both peak.
For fans, the practical effect is a dedicated football tab that surfaces scores, stats and creator commentary in one scroll, rather than scattering them across search results and individual accounts. Whether it becomes a habit will depend on how the feed performs once the season is fully underway.
