X and the NFL Renew ‘Top 100’ Series for a Second Season

X and the NFL are renewing the popular “NFL Top 100” series for a second season as an X Original, cementing the platform’s push into premium sports content after the show's successful debut.

• A viewership touchdown: The decision was fueled by the show's inaugural performance, which X’s head of original content, Mitchell Smith, said delivered “massive viewership, engagement and viewer retention.” The company reported the series generated 440 million impressions, reinforcing its bet on sports as a key content pillar.

• The league's digital playbook: For the NFL, the partnership is a core part of its strategy to engage its audience on social platforms. NFL Films executive Ross Ketover called the digital relaunch a "perfect fit" for amplifying player voices in a short-form video format.

The deal gives X a valuable piece of entertainment's most dominant content. With NFL programs making up 48 of the top 50 shows on television, the partnership provides the social platform with a proven, high-demand asset to attract users and advertisers.