Despite its declining popularity since Elon Musk's takeover, X remains a crucial platform for sports discussions.

While political news often takes centre stage, sports communities drive significant engagement, with users flocking to X for live updates during events.

The platform's new "Trend Genius" ad feature, launched in July, uses AI to detect trending topics, helping brands boost visibility by promoting content at key moments.

This should make it an ideal space for target audience advertising, however, concerns over brand safety, fueled by Musk's controversial statements and moderation policies, have prompted many advertisers to cut spending, posing even more challenges for X's future ad revenue.