X Launches MLB Gametime: A Live Sports Hub and a New Opening for Brands

X has launched a Gametime experience for Major League Baseball, following its expanded NFL Gametime hub in August. For brands considering X sports marketing, it is another dedicated space built around high-attention moments.

What Gametime is

Gametime gathers real-time scores and stats, official team content, news, creators and live conversation for each game in one destination inside X. "As Gametime on X extends across more sports calendars, fans get more ways to follow their teams, and brands get more opportunities to reach highly attentive audiences around the biggest moments," X said. More sports are set to follow MLB.

Why X is betting on sports

Sports is still the most discussed topic on X by a wide margin. In data X published, sports content drew nearly double the impressions of the next biggest topic. While some conversation has drifted to other apps, active and habitual sports communities have stayed. Keeping them engaged is a priority for the platform.

What brands should consider

• The schedule is the media plan: Attention peaks around big games, so creative and budget can be planned around high-interest dates like the postseason.
• Real-time content: With scores and conversation in one place, quick reactive posts tied to game moments are likely to stand out. Prepare scenario-based copy and visuals in advance.
• Audience fit: Brands targeting U.S. sports fans have a clearer reason to revisit X during the season.

For a broader look at X's ad products, read Why X ads deserve a second look. To track brand conversation during games, see X's Grok bots can now monitor brand mentions.