We are in the real-time media age where it hardly takes seconds, forget minutes. Yes! Seconds to receive the real-time, in-game information. So, you know, why X and the NFL just can’t quit each other. Despite all the noise about alternative platforms like Bluesky, Roger Goodell has made his intentions clear about X back in April ’24.

With 16 billion video views tied to the league last year and the Super Bowl alone racking up 1.1 billion, the numbers speak for themselves. But when competitors grow, you know their loyal fan base also grows. And if we are being honest, not everyone is a fan of X (no matter how much of a shocker that is).

Patrick Brown and Collin Vincent are two such Bluesky users who just don’t like the idea of the NFL exclusively for X. So, what did they do? Filed a lawsuit against the league for banning teams from creating accounts on the platform. Their argument? The NFL’s deal with X unfairly locks out both teams and fans from choosing where they get their football news.

Long story short: Roger Goodell’s NFL is back in the courtroom, and this time, it’s not about concussions, deflated footballs, or gambling scandals. Nope. The league is being dragged into legal trouble over social media.

But can we really blame the fans here? They see it as a classic case of control versus competition. The lawsuit, filed in the Southern District of New York, claims the NFL is restricting access to information in an attempt to protect its lucrative deal with X. Brown just wants to follow the Bears on Bluesky. Vincent wants to follow the Seahawks. But the NFL? It wants to dictate where all 32 teams post their updates, and according to the plaintiffs, that’s an illegal power grab.

“The NFL does not have the legal right to inject themselves into that decision,” says Thomas Burt, the attorney representing the plaintiffs. He’s making it clear: the teams and their fans should be calling the shots on social media, not the league office in Manhattan. And let’s be real—if teams want to go where the fans are, why should Goodell and company stand in the way?

So, why is the NFL really blocking teams from Bluesky? The lawsuit points to one thing: money. According to reports, the league isn’t banning Bluesky because of any deep-rooted loyalty to X. Instead, it wants a piece of the action. If its teams are going to generate content and engagement for a new platform, the NFL wants a financial deal in place. No partnership, no access. Simple as that.

This isn’t the first time the league has used its power to force teams into line. Just ask the Raiders, who had to sue their way into Los Angeles in the ‘80s. Or look at how the league controls broadcast rights, keeping individual teams from making their own streaming deals. The NFL may preach competition on the field, but off it? It’s all about centralized control.

From a business perspective, the league’s stance makes sense. If all 32 teams start posting content on Bluesky, that platform suddenly becomes a major player in the sports media world—without cutting the NFL a check. But from a fan perspective? It’s just another example of the league prioritizing its bottom line over the people who actually make the sport what it is.

And that’s the heart of the lawsuit. Fans don’t want to be forced onto X just because the NFL struck a deal. They want options. They want freedom. And most of all, they want to control how they interact with their teams. If the courts agree, this case could force the league to rethink its grip on social media. But if history tells us anything, it’s going a long way. The NFL doesn’t loosen its hold without a fight.

When Roger Goodell blocked the Patriots from expanding on Bluesky

Back in January, the Patriots thought, why not start the new year with a new app? They were ready to spread their wings on Bluesky. The account was set up, and they were good to go. The only problem? They forgot that they were still an NFL franchise. And that’s what happened. Roger Goodell said it’s a no-go. League rules, he said. “Whenever the league gives us the green light, we’ll get back on Bluesky,” said Fred Kirsch, the team’s VP of content. Translation? The teams are ready to move, but the NFL is the one holding them back.

And it’s not just New England. No NFL team is allowed on Bluesky. The league hasn’t given the platform its official stamp of approval yet, despite Bluesky racking up nearly 29 million users. That’s a big chunk of fans looking for football content outside of X, but the NFL isn’t budging.

But it’s not just about X alone here. The league has deep ties with Meta and Reddit, too. They make the official partnerships that keep content flowing (and, let’s be honest, the money too).

It’s no secret the NFL dominates social media. On X alone, 40% of sports-related posts are about the league, and with Super Bowl being the spectacle, you can imagine why keeping the NFL glued to X is a big deal for Musk. The platform even created a dedicated NFL portal to make sure fans stay locked in. Would Bluesky threaten that? Maybe. And maybe that’s why the NFL is hesitant to give it the green light.

Meanwhile, Reddit is going the opposite way. The site’s NFL community has banned links to X, joining the NBA subreddit in cutting ties with Musk’s platform. The reason? X now forces users to log in to see posts. That, plus Musk’s political moves, has some sports communities jumping ship. But the NFL? Still locked in with X.

So, will Bluesky ever break into the NFL’s social playbook? If the $75 million company keeps growing at this rate, the league might not have a choice. Fans follow the action wherever it goes. Right now, Goodell’s keeping things locked down. But the moment the league sees a business move worth making, they’d be the first to expand. Bottom line? It’s all about money and power, and then comes the growth. That’s the crux of it, and that’s what the fans (or in this case, a couple of them) are fighting against.