X and the NFL have launched a dedicated football feed called NFL Gametime, available until the 2027 Super Bowl. The breakout feed sits alongside the For You and Following feeds, offering real-time scores, play-by-play data, league news, and creator commentary through the Game Time hub. Users can access it by adding the NFL Timeline on the Home tab.

The partnership is widely viewed as an effort to lure advertisers back to X after the platform became a pariah following owner Elon Musk's controversial behavior, including "Roman" salutes, and its chatbot Grok referring to itself as Mecha Hitler. An ongoing lawsuit accusing X of hosting AI-generated CSAM content and a failed antitrust suit against advertisers have further damaged its reputation.

The NFL, a partner since 2013, never paused spending on X and renewed a multiyear agreement in 2024. The league even restricted teams from joining competitors like Bluesky. Brent Lawton, the NFL's vice president of media strategy and business development, said the feed puts official stats and conversation in one place. As the most popular U.S. sports league, the NFL's presence may test whether brands will accept X's risks for the reward of football audiences.