X Partners With Genius Sports on Real-Time NFL Data — Why 40% of X's Sports Talk Matters to Brands

X has signed an X NFL data partnership with Genius Sports, which will supply real-time scores, statistics and other data for NFL games. Fans on X will see up-to-the-minute insights inside the app's dedicated NFL Gametime feed.

Who Genius Sports is

Genius Sports is one of the leading sports data providers, working with the NFL, the English Premier League, the NBA and MLB to capture in-game statistics through optical tracking and AI. It is also the exclusive distributor of the NFL's real-time, official play-by-play statistics and the league's Next Gen Stats data.

"Official NFL data is the fastest, most accurate and richest source of information on every down, providing fans on X with real-time updates and insights."

Why X keeps investing in the NFL

Despite the attention on X's political shifts, sports remains the app's top discussion topic. Within sports, around 40% of all related posts on X are about the NFL, according to X usage data reported by the New York Post in 2024. More accurate live data gives fans more reason to stay in the app during games.

Gametime keeps expanding

X recently launched an MLB Gametime experience and updated its NFL Gametime display, building league-specific hubs that pair live scores with conversation.

What sports marketers should do

1. Plan for live moments. With official stats flowing into the feed, fans linger longer during games. Sponsors can pre-build short posts tied to scoring plays and milestones.
2. Follow where fandom actually talks. The NFL's share of X sports conversation shows how concentrated attention can be; check which leagues dominate on each platform before allocating budget.
3. Use data as creative. Official player and team stats give fans something worth sharing.

For X's broader push into sports, see X Launches MLB Gametime: A Live Sports Hub and a New Opening for Brands. For how X is changing its revenue model, read X Launches Unified Subscriptions Bundling Premium, Grok and Cursor.