Why is the NFL ditching TV for Elon Musk's X in its latest ‘Top 100' player rankings?
The
NFL
is bringing its highly anticipated NFL Top 100 series to Elon Musk's social media platform X (formerly Twitter), giving the annual countdown a digital-first makeover. Traditionally a televised special on NFL Network, this summer-long celebration of the league's best players is now finding a new home in short-form content — where conversation and debate unfold in real time.
Is the NFL's partnership with X a game-changer or a risky digital gamble?
Beginning June 30, fans can catch daily episodes on X, each highlighting two players voted by their peers as among the NFL's finest. This weekday rollout continues through August 29, culminating with the Top 10 finale airing on NFL Network on September 1. The countdown kicked off with Chargers rookie wide receiver Ladd McConkey claiming the #100 spot.
For Ross Ketover, senior executive at NFL Films, this shift isn't just about format — it's about connection.
'It's always been great content,' he said, 'but a big part of it has been sort of the partnership with the players and the engagement with the players.' The change in distribution is aimed at elevating that interaction.
With NFL players already active on X, the league saw an opportunity to harness the platform's real-time nature and build a more dynamic relationship with fans. It's not simply about releasing videos — it's about fueling conversations, debates, and viral moments.
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'We might as well be in a platform that also helps foster that same debate,' Ketover added.
Mitchell Smith, head of original content at X, emphasized how the platform's identity aligns with this vision. 'So a format like this and an IP like this that fosters debate around who the greatest is felt like a really organic place to start,' he noted. X's own study found that much of the online discourse around GOATs and elite players already happens there.
The NFL Top 100, with its built-in controversy and fan passion, is a natural fit.
But this partnership represents more than just a series move — it's part of a broader pivot by X into creator-led programming. 'Everyone in this ecosystem is a creator,' said Smith. 'Whether you're the NFL or the Williams sisters or Khloe Kardashian, we're looking for creators who are super users of the platform.' In this evolving landscape, the NFL stands out as a power user — consistently delivering highlights, behind-the-scenes access, and storytelling that resonates deeply with audiences.
NFL Films, which already produces acclaimed content like Hard Knocks for HBO and Quarterback for Netflix, understands the value of placing the right show on the right platform. Ketover summed it up well: 'There used to be a thought of, 'you bring viewers to platforms with shows,' but we're actually finding it's the other way. Let's deliver what people want on the platforms they're on.'
With this move to X, the NFL is not only adapting to shifting media habits — it's embracing them, in real time, right where the fans are already talking.
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