Baseball fans on X are getting a dedicated home for the postseason. On October 7, at Advertising Week New York, X announced that its Gametime sports hub is expanding beyond football, with Major League Baseball as its second league partnership.
Gametime was first announced in August as an NFL-focused hub, bringing live scores, play-by-play updates and game feeds together in a single place instead of leaving fans to piece a game together from scattered posts. The MLB version, arriving this month, applies the same idea to the baseball postseason.
According to X, the new MLB experience will organize scores and stats alongside team and league content, news, creator posts and real-time discussion. For fans who already follow games on X, that matters: the conversation, the numbers and the official content are meant to sit together, rather than in separate tabs and timelines.
The ambition is bigger than two leagues. X said Gametime is intended to become a year-round destination covering all professional sports, and that content from other leagues will be added soon, including the NBA. That full expansion is not live yet, so for now the offer is specific: football coverage that is already running, and a baseball hub timed for the most-watched part of the MLB season.
There is a business reason behind the fan-friendly pitch. Live sports bring large, attentive audiences to X at predictable moments, from pregame build-up through the biggest plays. X has been working to win advertisers back, and a single sports destination gives brands a clearer place to reach those fans while they are actively watching and posting. X's head of global advertising, Monique Pintarelli, said Gametime had grown in six weeks from a football-focused product into a scalable sports destination, with strong demand from advertisers ranging from payments to consumer goods.
For everyday users, the practical takeaway is simple. If following a postseason game on X has meant jumping between a score search, a team account and a fast-moving timeline, Gametime is designed to cut that down to one hub. Check whether the MLB experience has appeared for a game being followed, use it for scores and stats at a glance, and drop into the linked discussion when a big moment lands.
It is also a useful signal of where X wants to go next. Rather than relying only on posts finding an audience in the timeline, X is building organised destinations around shared live moments, and sports is the clearest test case. If the MLB hub works during the postseason, and the NBA follows as promised, Gametime could become the place many fans open by default when a game starts, not just when a highlight goes viral.