X expands its ‘Gametime’ sports hub beyond the NFL, starting with MLB

X is doubling down on sports, with Wednesday’s news that it’s expanding its “Gametime” feature on the social media site to go beyond tracking the NFL alone. First announced in August, NFL Gametime is X’s new project that offers a single hub for tracking live scores, getting play-by-play updates, tuning into game feeds, and more.

X 正在加码体育领域。周三有消息称，该社交媒体平台正在扩展其“Gametime”功能，不再局限于追踪 NFL（美国国家橄榄球联盟）。NFL Gametime 于今年 8 月首次发布，是 X 的一项新计划，旨在提供一个集中的中心，用于追踪实时比分、获取逐球更新、收听比赛直播等。

The move wasn’t meant to be useful only to X users who like to congregate on the platform to discuss live sporting events, but to woo brands and advertisers looking to reach passionate sports fans. At Advertising Week New York, X said Gametime will become a year-round destination spanning “all professional sports.” However, that full expansion isn’t yet live as of today.

此举不仅是为了方便那些喜欢在平台上聚集讨论体育赛事的 X 用户，更是为了吸引那些希望触达狂热体育迷的品牌和广告商。在纽约广告周上，X 表示 Gametime 将成为涵盖“所有职业体育赛事”的全年候目的地。然而，截至今日，这一全面扩展尚未正式上线。

Instead, X announced its second league partnership with Major League Baseball (MLB). Arriving this month, the new MLB experience will allow baseball fans to follow and engage in postseason discussions and will organize things like scores and stats, team and league content, plus news, creator content, and real-time discussions.

相反，X 宣布了其第二个联盟合作伙伴——美国职业棒球大联盟（MLB）。这项将于本月推出的全新 MLB 体验，将允许棒球迷关注并参与季后赛讨论，并将整合比分、统计数据、球队及联盟内容，以及新闻、创作者内容和实时讨论等信息。

X said content from other leagues will be added soon, including the NBA. The expansion of the Gametime feature comes as X continues its efforts to win back advertisers — in this case by leveraging live sports and their highly engaged fans as a way to draw brands back to X.

X 表示，其他联盟的内容也将很快加入，包括 NBA。Gametime 功能的扩展正值 X 继续努力赢回广告商之际——此次是通过利用体育直播及其高参与度的粉丝群体，作为吸引品牌回归 X 的一种方式。

“In just six weeks, Gametime has evolved from a football-focused product into a scalable destination for sports, attracting strong demand across major advertisers from payments to consumer goods looking to engage highly attentive fans from the pregame conversation through the biggest moments of the game,” said SpaceXAI’s head of Global Advertising, Monique Pintarelli, in an announcement.

SpaceXAI 全球广告主管莫妮克·平塔雷利（Monique Pintarelli）在一份公告中表示：“在短短六周内，Gametime 已从一个专注于橄榄球的产品演变为一个可扩展的体育目的地，吸引了从支付到消费品等各大广告商的强烈需求，他们希望在从赛前讨论到比赛最关键时刻的整个过程中，与高度专注的粉丝群体进行互动。”

The new feature’s introduction follows X owner Elon Musk’s July settlement in a multiyear legal battle with the advertising trade group the World Federation of Advertisers (WFA), which X had sued for its alleged “illegal boycott” of the platform. Some advertisers had become uncomfortable with the platform’s lax moderation standards under Musk, as well as with Musk’s outsized position on the social media site, where he often spouted controversial views and politics via X posts.

这项新功能的推出，是在 X 所有者埃隆·马斯克（Elon Musk）于 7 月与世界广告主联合会（WFA）就一场多年法律纠纷达成和解之后进行的。X 此前曾起诉该广告贸易组织，指控其对平台进行了所谓的“非法抵制”。一些广告商对马斯克领导下该平台宽松的审核标准感到不安，同时也对马斯克在该社交媒体网站上的超然地位感到不满，他经常通过 X 帖子发表争议性观点和政治言论。

Musk believed the WFA’s guidelines had steered brands and ad agencies away from X, suggesting it was a place where their ads could appear next to harmful online content. X’s announcement of the settlement in July said the move “resets the relationship between the two organizations.” The company also committed to both freedom of speech and brand-safety innovations.

马斯克认为，WFA 的准则引导品牌和广告代理商远离了 X，暗示该平台是一个广告可能出现在有害在线内容旁的地方。X 在 7 月宣布和解时表示，此举“重置了两个组织之间的关系”。该公司还承诺致力于言论自由和品牌安全创新。