X Pushes Gametime Into Baseball As It Courts Returning Advertisers

X said on October 7 that it is widening its "Gametime" sports hub beyond the NFL, beginning with a partnership with Major League Baseball, TechCrunch reported.

Gametime, first announced in August 2026, pulls live scores, play-by-play updates and game feeds into a single destination on the platform. The MLB version, due later in October 2026, will organize scores and stats, team and league content, news, creator posts and live discussion around the baseball postseason. Speaking at Advertising Week New York, X said Gametime will eventually run year-round across "all professional sports," though that broader rollout is not yet live. Content from additional leagues, including the NBA, is planned.

The push is tied to X's campaign to rebuild its advertising business by selling access to sports audiences. Monique Pintarelli, head of global advertising at SpaceXAI, said the product has drawn demand from advertisers ranging from payments firms to consumer goods companies.

The expansion follows a July 2026 settlement between X and the World Federation of Advertisers, ending a legal fight in which X accused the trade group of organizing an illegal boycott. Some brands had pulled back over the platform's moderation standards under owner Elon Musk. X said at the time that the settlement "resets the relationship between the two organizations."

This story was first reported by TechCrunch.