X expands Gametime sports hub to include MLB

X is expanding its Gametime sports hub beyond the NFL, adding Major League Baseball (MLB) as its second league partner. The expansion coincides with the MLB postseason and aims to transform the feature into a year-round destination covering all professional sports.

The Gametime hub provides users with real-time scores, play-by-play updates, league news, and creator commentary. While the NFL feed is already active, the new MLB experience allows fans to follow postseason games through integrated stats and real-time discussions. X indicated that content for other leagues, including the NBA, will be added in the near future.

This expansion serves a strategic business goal to attract advertisers by providing access to highly engaged sports audiences. Monique Pintarelli, head of Global Advertising at X, noted that the product has already seen “strong demand from major advertisers” in sectors such as consumer goods and payments. The move follows X’s recent legal settlement with the World Federation of Advertisers regarding previous advertising boycotts.