Bluesky, a social media platform experiencing rapid user growth, has attracted millions seeking alternatives to X. Despite this expansion, the NFL and its teams remain absent from Bluesky due to the league’s policy of limiting official presences to platforms with partnership agreements.
A league insider confirmed no deal has been established between the NFL and Bluesky, preventing teams from creating accounts on the platform.
Although Bluesky has amassed over 29 million users, it remains dwarfed by platforms like Threads and X, which host audiences exceeding tenfold Bluesky’s user base.
Giants like Instagram and YouTube boast nearly 100 times as many active accounts. Fred Kirsch, VP of content at Kraft Sports + Entertainment, revealed on a Patriots podcast that the team briefly tested a Bluesky presence but had to halt operations per league instructions.
He added that teams would be permitted to return once the NFL approves such activities. The NFL has prioritized partnerships with platforms like TikTok, X, and YouTube, leveraging these agreements to engage fanbases while securing revenue streams.
These collaborations include licensing fees, ad revenue sharing, and promotional commitments. According to Axios, a partnership between the NFL and Twitter, before its rebranding, generated over $1 million during its multi-year term.
Most recently, the NFL announced a new partnership with Warner Bros. Discovery, granting rights to distribute highlights and create event content.
The NBA employs a similar approach, adhering to a list of “approved” platforms. Unlike the NFL, however, the NBA currently allows its teams to experiment on Bluesky.
Sources familiar with league policies emphasized that each platform agreement aligns with revenue goals and fan engagement strategies.
NFL-related discussions have nonetheless thrived on Bluesky, with ESPN figures like Bill Barnwell and Mina Kimes sharing insights and sparking conversations.
Beyond sports, political discourse dominates the platform, with figures like Rep. Alexandria Ocasio-Cortez becoming prominent users.
Meanwhile, fan communities on Reddit, such as r/NFL and r/NBA, recently banned X links following controversies surrounding X owner Elon Musk.
Criticism arose after Musk’s public gestures drew parallels to Nazi salutes, fueling decisions by moderators to distance their communities from X.
In a statement, an r/NBA moderator clarified that combating hate speech and opposing Nazi symbolism are non-political actions, echoing sentiments shared by r/NFL moderators.
Bluesky continues to gain traction, with users encouraging others to migrate from X, signaling a broader shift in digital engagement.
On platforms like Reddit, Bluesky links are gaining visibility as communities explore alternatives to traditional social media giants.
