X has launched an updated NFL Portal activation in the app, which is designed to help NFL fans stay across all the latest real-time news updates in-stream, via dedicated, match-based feeds and overviews of key stats.
Originally launched in November last year, X’s NFL Portal brings together posts from NFL teams and rights-holder accounts, along with key reporters and fan profiles, to keep football fans updated.
As you can see in this example, X’s NFL Portal also includes separate tabs for game schedules and live scores, along with an overview of the current standings, as well as team and player stats.
X’s updated NFL Portal has refined these elements, and added some new tricks for the 2025-26 season, including:
- Personalized Game Feeds – The updated NFL Portal will provide live scores, schedules, and standings, specific to each fan’s favorite teams.
- Event-Driven Coverage – A new feed tab will activate around the NFL’s tentpole events, including the Super Bowl and the NFL Draft, featuring curated highlights, trending clips, and fan conversation.
- Valuable Insights – Real-time stats complement the live viewing experience, making X an essential companion on game day.
- Expanded Discovery – Enhanced integration within X’s Search tab and Explore pages surfaces NFL standings and scores to fans at key moments. New ad placements provide advertising partners with increased visibility while maintaining a seamless user experience.
The last note may be of most relevance for marketers, with updated ad placements within NFL discussion, which could help you reach this engaged audience.
Indeed, the NFL community on X is massive. Sports is the top topic of discussion in the app, while around 40% of all sports-related posts on X are about the NFL and related subjects.
X says that the updated NFL Portal offers fans “the ultimate second screen,” and will build on last season’s foundation with new features designed to deepen fan engagement.
Some interesting updates, which could present new opportunities for sports brands.
