TikTok announced Wednesday that it is launching a new standalone app in the U.S. dedicated to cultural milestones like the upcoming FIFA World Cup. The new app, called TikTok Pro Events, allows users to connect with other fans, explore popular videos, and access a curated creator feed.
Users aged 18 and over can earn ‘stars’ which can be redeemed for exclusive benefits by completing fan-focused activities within the app, such as searching for popular hashtags, visiting FIFA World Cup hubs and sharing content. These exclusive benefits include official FIFA World Cup merchandise through a dedicated in-app redemption store, TikTok Shop coupons, or the opportunity to donate directly to charities funded by TikTok through a partnership with Feeding America.
By launching a dedicated app for global cultural moments outside of its main platform, TikTok competes with other apps for users’ attention while giving creators and advertisers the opportunity to reach a more focused audience.
The launch also opens up new revenue streams for TikTok’s new owners through sponsorships, partnerships, creator-led marketing and advertising.
The company said users can access the FIFA World Cup 2026 hub within the native TikTok app by searching for “FIFA World Cup.” These hubs are powered by TikTok GamePlan, a suite of products designed to help sports teams, leagues and broadcasters increase discovery and deepen fan engagement. The Hub is where users can find content, creators, and broadcaster highlights from the tournament.
Users can download TikTok Pro Events through the Apple App Store or Google Play Store in the United States.
TikTok started out as a social media and entertainment app, but the company gradually expanded beyond those categories with a new focus on cultural events.
Most recently, the company launched TikTok GO, a way for users to search for and book hotels, attractions, and experiences directly within the app. Instead of users discovering a destination or recommendation in a video and then linking to a third-party website, TikTok is positioning itself as a one-stop platform for viral travel content to drive bookings and revenue. Systematically transform your search engine into a transactional layer to deepen user retention and create new revenue streams.
If you purchase through links in our articles, we may receive a small commission. This does not affect our editorial independence.
