X extends pact with NFL to expand content scope

X renewed its deal with the NFL this week to amplify even more content on the platform.

X CEO Linda Yaccarino announced the renewal on Monday in a post.

“A dream team of epic proportions! Whether you’re at the game or streaming it live, the energy from fans is contagious on X,” she wrote. “Sharing the thrill of every tackle and touchdown as it happens!”

According to X, the deal will let X post in-game highlights and host NFL-themed spaces and “other creative formats.”

The partnership with the NFL will make it easier for X to capture the attention of sports fans, who already make up a significant portion of the platform’s daily active users. The deal with the league is not new for the platform, since the current structure has been in place since 2023.

Securing rights to NFL content is important for X as the platform seeks to expand its content. Last month, X announced plans to launch a smart TV app that lets users stream X content directly to their televisions.

X doesn’t host a significant amount of original content. While the app has snagged some high-profile names like Tucker Carlson and Tulsi Gabbard, other nonpolitical content creators continue to post their videos on YouTube or TikTok.