X is rolling out a dedicated NFL feed called “NFL Gametime,” weaving together live scores, statistics and creator‑generated content into a single stream that sits alongside the platform’s existing “For You” and “Following” feeds.
The feed will run from the season kickoff through the 2027 Super Bowl, giving advertisers a continuous window to connect with a highly engaged audience.
A partnership that spans a decade
The collaboration between X and the NFL dates back to 2013, when the two began testing audio features and sponsored “Spaces” that let fans discuss games in real time.
Monique Pintarelli, X’s head of global advertising, said the new hub lets brands reach “the most passionate NFL fans throughout the entire marketing funnel,” from awareness to purchase.
Voices from the field
Top football journalists such as ESPN’s Pat McAfee and Mina Kimes, along with Cleveland.com’s Mary Kay Cabot, will contribute posts to the Gametime hub, adding expert analysis and behind‑the‑scenes commentary.
Research cited by X indicates that roughly two‑thirds of U.S. X users consider themselves NFL fans, making the audience a particularly attractive proposition for sponsors seeking high‑impact placements.
Brent Lawton, NFL vice president of media strategy, noted that X has long been a key platform for league engagement and that the new feed consolidates official scores, stats and fan conversations in one place.
The initiative follows X’s recent resolution of a 2024 lawsuit with the World Federation of Advertisers, a case that had raised concerns about brand safety on the platform.
By centralizing real‑time data and fan dialogue, the Gametime feed aims to deepen user interaction while giving advertisers a more predictable environment for NFL‑related campaigns.