The news: X has updated its NFL Portal for the 2025-26 season as sports discussions gain momentum on the Elon Musk-owned platform, with features aiming to get advertisers reinvested. These include:

New ad placements for brands to achieve higher visibility during NFL events, including further integration with X’s search tab and an explore page that surfaces scores and standings to fans at critical game moments.
A feed tab that provides insights surrounding tentpole NFL events like the Super Bowl, including trending clips, fan conversations, and key highlights.
Personalized feeds tailored to fans’ favorite teams, including schedules and live scores.

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