The National Football League (NFL) has instructed the New England Patriots to terminate their Bluesky account, sparking questions about the league's stance on the rapidly growing social media platform. According to Patriots VP of Content Fred Kirsch, the team was told that Bluesky is "not an approved social media platform for the NFL yet."

Kirsch revealed the information during a January 16th episode of the Patriots Unfiltered podcast, stating that the team had briefly operated a Bluesky account before the league intervened. This development comes on the heels of Bluesky's remarkable growth, with the platform now boasting over 25 million users, nearly doubling its user base in just two months.

The NFL's decision is particularly noteworthy given the league's existing partnerships with other social media platforms. The NFL has a content partnership with X, which includes the "NFL Portal" unveiled by X CEO Linda Yaccarino in October. Additionally, the league has a content deal with Reddit and maintains a significant presence on Threads and other Meta-owned platforms.

Despite the NFL's stance, Bluesky continues to attract users, with some recent spikes in signups. The platform's growth has been steady, and it is now closing in on 29 million users. It remains to be seen whether this growth will be enough to persuade the NFL to reconsider its position on Bluesky.

Interestingly, Front Office Sports reported in November that Bluesky was working to get leagues on board with the platform. Kirsch indicated that the Patriots are "ready to go" whenever the NFL approves Bluesky, suggesting that the team is eager to leverage the platform's growing user base.

The NFL's reluctance to embrace Bluesky may be attributed to its existing partnerships and the need to maintain a consistent brand presence across approved platforms. However, as Bluesky continues to grow and attract users, it will be interesting to observe how the NFL navigates its relationship with the platform.

For now, the Patriots will have to focus on their presence on approved platforms, including X, Reddit, and Meta-owned platforms. As the social media landscape continues to evolve, it will be crucial for sports teams and leagues to adapt and find innovative ways to engage with their fans.