X has launched NFL Gametime, a dedicated feed for American football fans, in partnership with the NFL. The move is intended to centralise scores, league news, player data and fan commentary, while potentially making X more appealing to advertisers that have become wary of the platform.

The feed sits alongside X’s For You and Following timelines and will run until the 2027 Super Bowl; its GameTime hub provides live scores and play-by-play coverage. The NFL has partnered with X since 2013 and renewed a multi-year agreement in 2024, despite wider advertiser concerns over X’s controversies and moderation record. The league’s popularity could make the partnership commercially valuable, though brands must weigh NFL visibility against association with X.