X has expanded “Gametime on X,” its real-time sports destination, beyond football to include Major League Baseball (MLB), with additional leagues expected to follow. The company announced the expansion at Advertising Week New York, framing it as a year-round fan experience built to centralize scores, stats, team content, news, creator commentary, and live conversation in one place on the platform.

“Gametime on X” launched in August as a football-specific product, “NFL Gametime on X,” covering the season from kickoff through Super Bowl LXI. The MLB version went live in October, timed to postseason play, and brings the same mix of live scores, stats, league and team content, creators and real-time conversation to baseball fans.

Monique Pintarelli, Head of Global Advertising at SpaceXAI, described the expansion as evidence the product can scale across sports. “In just six weeks, Gametime has evolved from a football-focused product into a scalable destination for sports, attracting strong demand across major advertisers from payments to consumer goods looking to engage highly attentive fans from the pregame conversation through the biggest moments of the game,” she said. She added that the product gives advertisers “a full-funnel path in a single destination, from conversation before the game to high-intent engagement during live moments and year-round reach as the calendar moves from the NFL to the NBA, MLB and beyond.”

MLB analyst Ben Verlander, who has used the product, pointed to the live chat function built around in-game action. “If you’re watching playoff baseball, hop in the chats during games. There’s a live chat. Tweets about the game. You can see every pitch. Stats. Whatever you want. It’s really cool,” he said.

The Gametime expansion follows a pattern X set in April, when it hosted advertisers, brands and agency partners at an invite-only Client Council event in New York. At that event, Pintarelli, Head of Product Nikita Bier and Global Head of Content Partnerships Mitchell Smith outlined what the company called the most significant rebuild of its advertising platform in its 20-year history, alongside product updates including Custom Timelines, Cashtags and Grok-powered image generation and translation tools.

Smith also used the April event to detail a 360-degree content strategy spanning “X Amplify,” “X Originals” and the “X Creators” program, and announced the return of the X Original series “This Week in Baseball,” hosted by creator Kait Maniscalco, with MLB’s Alex Cadicamo participating in a discussion of the league’s real-time engagement strategy. The MLB rollout on “Gametime on X” extends that sports-and-creator programming into a dedicated product rather than a standalone series.

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