X scales Gametime sports hub with MLB partnership

First launched in August, the Gametime feature serves as a consolidated portal for live play-by-play updates and league-specific content. While the platform currently maintains an NFL focus, the addition of Major League Baseball this month marks the first step in a planned rollout that will eventually include the NBA and other professional leagues. Monique Pintarelli, head of global advertising, noted that the product has evolved into a scalable destination, drawing interest from consumer goods and payment brands eager to reach fans during high-stakes games.

This aggressive expansion into live sports coincides with a strategic effort to repair relations with the advertising industry. Following a legal battle with the World Federation of Advertisers over alleged boycotts, X is emphasizing brand-safety innovations to combat concerns regarding content moderation. By betting on the high engagement levels of sports fans, the company hopes to stabilize its ad revenue and move past the controversies that prompted major brands to pause spending on the platform.