X launches NFL Gametime on X, a new destination for scores, stats and fan content

August 30, 2026 · TV Technology

Elon Musk's X has launched NFL Gametime on X, developed in partnership with the NFL and designed by Musk's SpaceXAI. The single destination integrates real-time scores, stats, official team content, news, creators and NFL conversation throughout the platform, with two complementary experiences built for avid fans. NFL vice president of media strategy and business development Brent Lawton said the deepened partnership lets fans get official scores, stats, team content and the conversation together in one place. NFL Gametime on X is live now, and X pointed fans to @Sports and @XBusiness for further updates.

Two out of three U.S. users are already on X, by the platform's own count, a reach the company is positioning as a new opportunity for brands and advertisers. SpaceXAI head of global advertising Monique Pintarelli said NFL Gametime on X gives advertisers a way to reach fans "from awareness and cultural conversation to real-time engagement during live games." Campaigns built around NFL season moments now have a dedicated, always-on destination on X to plan against, alongside official team content and real-time conversation the platform says already draws heavy engagement from fans.