X expands Gametime beyond the NFL, starting with MLB

X is expanding its Gametime sports feature beyond the NFL, with Major League Baseball (MLB) set to be the next league on the hub. The MLB experience is expected to arrive this month, X announced at Advertising Week New York.

First announced in August, NFL Gametime brings live scores, play-by-play updates, game feeds and other coverage together in one place. The MLB experience will organize scores and stats, team and league content, news, creator content and real-time discussions. It is intended to help fans follow and discuss the postseason.

X said Gametime will grow into a year-round destination covering “all professional sports,” but that broader expansion is not yet live. The company said content from other leagues, including the NBA, will be added soon.

The expansion comes as X seeks to attract advertisers by using live sports to reach engaged fans. Monique Pintarelli, SpaceXAI’s Head of Global Advertising, said in an announcement that Gametime had evolved from a football-focused product into a sports destination in six weeks. She said it had drawn strong interest from major advertisers in areas ranging from payments to consumer goods.

The launch follows X’s July settlement of its multiyear legal dispute with the World Federation of Advertisers (WFA). X had accused the group of an “illegal boycott” of the platform. The company said the settlement “resets the relationship between the two organizations” and committed to freedom of speech and brand-safety innovations.