X is broadening the scope of its “Gametime” feature, originally designed to track NFL games, to become a year-round sports hub. Initially launched in August focusing on football, Gametime offers live score updates, play-by-play feeds, game content, and discussions. X aims to transform this platform into a destination for all major professional sports, not only serving fans who want to follow games live but also attracting brands and advertisers interested in engaging passionate sports audiences.

The expansion begins this month with the introduction of Major League Baseball (MLB) content. Fans can now access postseason scores, stats, team news, league updates, creator content, and real-time conversations about MLB games through the enhanced Gametime experience. This MLB integration is the second league partnership following the NFL launch, with plans to incorporate additional leagues like the NBA in the near future.

X’s move comes amid efforts to rebuild and strengthen its advertising relationships. The company hopes that the high engagement levels around live sports will draw advertisers back to the platform by offering premium content and brand-safe environments. Monique Pintarelli, head of Global Advertising at SpaceXAI, highlighted strong demand from various advertisers who see Gametime as an effective way to reach attentive sports audiences during critical moments of games.

This development follows Elon Musk’s July settlement with the World Federation of Advertisers after a prolonged dispute over brand boycotts linked to moderation and content concerns on X. Musk’s agreement with the WFA intends to reset advertiser confidence while focusing on a balance between free speech and brand safety innovations. The Gametime expansion represents a strategic push by X to leverage live sports content as a central part of its growth and monetization strategy.