X and the NFL have teamed up to launch a dedicated football feed

This is likely an attempt to bring back some advertisers who, for whatever reason, haven't felt comfortable marketing on the platform.

X just launched a dedicated football feed called NFL Gametime, according to a report by Variety . This is a breakout feed that lives alongside the For You and Following feeds. As expected, it's primarily for NFL fans. It's already available and will be active until the 2027 Super Bowl.

The feed includes data from games and players, news from the league and, of course, commentary from creators. It also features a static element called the GameTime hub, which is where users will see real-time scores.

access NFL Gametime on X by going to Home, add the NFL Timeline then open the NFL Gametime Hub for live scores, play-by-play and the game feed pic.twitter.com/UCQhbtTnSP

This is being seen as a move to court wary advertisers back to the platform after owner Elon Musk began doing, uh, "Roman" salutes and its chatbot Grok began referring to itself as MechaHitler . There's also an ongoing lawsuit that accuses the platform of both creating and hosting AI-generated CSAM content .

In short, X has become something of a pariah in the advertising world. So much, in fact, that Musk tried to sue companies for refusing to advertise on the platform . A judge threw the lawsuit out.

Entering Twitter HQ – let that sink in! pic.twitter.com/D68z4K2wq7

One organization that never stopped spending money with X is the NFL. They've been aligned since 2013, long before Musk carried that kitchen sink through the Twitter headquarters. The sports organization has stuck with the platform through thick and thin, renewing a multiyear agreement in 2024 .