X introduces NFL Gametime feed to sit beside For You and Following streams
X is adding an NFL-focused timeline called “NFL Gametime,” which users can place alongside their regular For You and Following feeds through the 2027 Super Bowl.
X announced the launch of NFL Gametime, a topic-specific feed that users can add next to the platform’s For You and Following streams, covering the period from kickoff through the 2027 Super Bowl. The timeline merges live game scores, statistical updates and content from prominent football journalists and commentators, including Pat McAfee, Mina Kimes, Mary Kay Cabot, Brian McCarthy and Jonathan Jones. A permanent GameTime hub will display real-time data alongside fan conversation, offering advertisers a way to reach engaged NFL fans across the full marketing funnel.
Monique Pintarelli of SpaceXAI highlighted the opportunity for brands to connect with passionate audiences, while NFL vice-president Brent Lawton praised the deeper partnership. The initiative follows X’s July settlement with the World Federation of Advertisers, which sought to reset relationships after a lawsuit alleging an industry boycott.
Why it matters
The feed gives advertisers a new, sport-centric channel on X and strengthens the platform’s appeal to NFL fans.
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