If there’s a town square for sports, it’s probably X.
The social media platform is where news about trades, free-agent signings, and injuries often breaks first. The information can be constant, especially when it comes to the National Football League.
- Genius Sports has partnered with X to integrate official NFL data into the platform’s NFL Gametime feed, bringing fans real-time scores, statistics, and updates.
- The partnership combines Genius Sports’ exclusive access to official NFL play-by-play data and Next Gen Stats with X’s news, highlights, and social media coverage.
- The collaboration launched ahead of Thursday night’s Broncos-Seahawks game, aiming to improve the fan experience.
And, on Thursday, data and tech company Genius Sports Ltd. (which owns Covers) announced a partnership with X. The deal connects Genius and its NFL data with X and its “NFL Gametime on X” feature for football-hungry users.
“Nothing rivals the NFL for scale, excitement and spectacle, with X becoming a crucial platform for fans to follow the biggest league in US sports,” said Mark Locke, CEO of Genius Sports, in a press release. “Our technology is central to the NFL ecosystem, and we’re excited to expand our reach by helping power NFL Gametime on X, delivering real-time insights, scores and updates to underpin how millions of fans follow every down.”
NFL Gametime on X offers "two complementary experiences" for users: NFL Timeline and the Gametime Hub. The former is pinned beside the platform's "For You" and "Following" tabs and allows users to keep track of news, highlights, "creator takes" and fan reactions in a single feed. The latter provides official NFL data in addition to the timeline.
Genius, meanwhile, is the exclusive distributor of the NFL’s “real-time, official play-by-play statistics” and Next Gen Stats.
We've struck an expanded partnership with @X to help power their 𝐍𝐅𝐋 𝐆𝐚𝐦𝐞𝐭𝐢𝐦𝐞 𝐨𝐧 𝐗 feed with official league data.🏈 📷 As the @NFL's official data partner, we will provide millions of fans on X with live scores, game statistics and insights. Another exciting milestone for our rapidly expanding media business, powering real-time fan experiences on the biggest league in US sports. Press release https://t.co/sosnx8FIXH
— Genius Sports (@GeniusSports) October 15, 2026
X has said that two out of three U.S. users are already NFL fans. The announcement of a partnership with Genius also comes ahead of Thursday night’s Broncos-Seahawks matchup, for which X already has a specifically tailored feed ready to go.
“Providing fans with official, real-time data together keeps fans closer to every play and gives brands a live environment to be part of the biggest moments in sports,” said Monique Pintarelli, head of global advertising for X, in the release.
