X has launched NFL Gametime, a dedicated NFL feed that users can place beside its ‘For You’ and ‘Following’ timelines. The initiative combines football news, creator posts, live discussion, scores and statistics, aiming to deepen engagement with NFL fans while making X more appealing to advertisers concerned about brand safety.

The feed will operate from the start of the NFL season through the 2027 Super Bowl and includes a GameTime hub with real-time scores and statistics. X says two-thirds of its US users are NFL fans, while the feed features journalists, commentators and official NFL content; it builds on a partnership between X and the league dating to 2013. The launch follows X’s July settlement with the World Federation of Advertisers after a dispute over alleged advertiser boycotts.