The NFL is currently in talks to renew its $100 million deal with Elon Musk's social media platform, X. However, Musk's controversial behavior and the rise of hate and extremism on the platform have made the partnership more complicated. The NFL, as one of X's notable partners, has found itself in the middle of controversy. Musk, as the owner of X, has promoted conspiracy theories, elevated extremists, attacked organizations and individuals, and reinstated the account of right-wing extremist Alex Jones. The NFL has expressed concerns about hate on X but has not made a decision on renewing the partnership. The NFL faces a dilemma as it doesn't want to alienate conservatives who support Musk, but also risks alienating its diverse fanbase who view Musk's brand as toxic. If the NFL were to end its partnership with X, Musk could retaliate. Musk's decisions have led to an advertiser exodus, including endorsing an antisemitic conspiracy theory. The NFL has stood with Musk and X, even as other major brands distance themselves from the platform. The NFL has expressed concerns about hate speech on X but has not taken any action.
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