See the red border around the profile pic? Bluesky's new 'Live' feature debuts with NBA

The 'Live' feature is currently in its testing phase and is exclusive to NBA sports within Bluesky.

Image: Umit Solmaz / Pixabay

Have you spotted a new Red Border encircling the NBA profile picture on Bluesky? The platform is rolling out an exciting new "Live" feature, initially allowing you to watch live broadcasts of NBA games without leaving the Bluesky platform. This highly anticipated feature is currently in its testing phase.

Today, Bluesky officially announced the beta testing of its new "Live" feature, designed to enable sports organizations to broadcast their content directly on the platform. A Bluesky team member recently shared information about two upcoming Game 7 matchups scheduled for TODAY, May 19, 2025, at 3:30 pm ET. Bluesky's COO, Rose Wang, explained, "If you click their profile picture when there’s a red border with a “live” callout below, you will be directed to the live content they are promoting." She clearly indicated the initial exclusivity, stating, "We are beta testing a new feature with nba.com." This functionality mirrors similar features offered by other social media platforms.

Given that this "Live" feature is brand new and currently exclusive to the NBA, it might initially cause some confusion for new users. Addressing this, Wang reassured users, "We aren’t trapping you in Bluesky," emphasizing that this initiative aims to showcase the platform's potential for real-time engagement and to encourage wider public adoption to stay informed about global events. However, the prevailing question remains: will this "Live" broadcasting capability remain solely with the NBA, or will other sports organizations also gain the ability to broadcast on Bluesky? The phrase "beta testing" offers a strong hint, suggesting a likely future expansion to include other sports.

Further fueling this anticipation is the fact that Bluesky's competitor, X (formerly Twitter), already permits various sports organizations like the NBA, NHL, and MLB to host live broadcasts on their platform. This precedent strongly suggests that Bluesky might indeed extend this "Live" feature to more organizations, with rumors even circulating about potential support for the WNBA. As more developments unfold, we will keep you updated on whether Bluesky plans to introduce this "Live" broadcasting capability to a broader range of organizations.