X is doubling down on sports engagement with a new partnership that brings official, real-time NFL data into the app. The social platform has teamed up with Genius Sports, which will now supply live scores, statistics and other information for NFL games, according to a report published October 15, 2026.
Who Is Genius Sports?
Genius Sports is among the leading sports data providers in the world. It works with a broad range of leagues and organizations, including the NFL, the English Premier League, the NBA and MLB. The company captures in-game statistics as they happen, using optical tracking and artificial intelligence systems.
Crucially, Genius Sports is also the exclusive distributor of NFL statistics. That includes the league’s official real-time play-by-play data and its Next Gen Stats. Through the new deal, NFL fans on X will be able to access up-to-the-minute insights directly within the platform’s dedicated NFL Gametime feed.
In a press release, Genius Sports described official NFL data as the fastest, most accurate and richest source of information on every down.
Why the NFL Matters to X
The move reflects how important sports content has become for X. Despite the platform’s widely discussed political shifts, sports remains its top discussion topic. Within that category, roughly 40% of all sports-related posts on X are about the NFL, based on usage data reported by the New York Post in 2024.
With that kind of engagement, improving NFL coverage is a logical step. The Genius Sports data should make X’s coverage more accurate and more active during games.
The partnership follows other recent sports updates from X. The platform launched an MLB Gametime experience on October 8, 2026, and rolled out an updated NFL Gametime display in August. Together, these changes suggest X is building out dedicated, data-rich experiences for major leagues as it works to keep sports fans in the app.