TikTok was announced on the Wednesday it is released a new stand-alone application in the US dedicated to cultural milestones such as the upcoming FIFA World Cup. The new app, called TikTok Pro Events, allows users to interact with other fans, explore trending videos and access curated creator streams.
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 trending hashtags, visiting the FIFA World Cup Center and sharing content. These exclusive perks include official FIFA World Cup merchandise through an exclusive in-app redemption store, TikTok Shop vouchers, or the opportunity to direct TikTok-funded charitable donations through a partnership with Feeding America.
By launching a dedicated app for global cultural moments outside of its main platform, TikTok is competing with other apps for users’ attention while also giving creators and advertisers access to 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 notes that users can access FIFA World Cup 2026 hubs within the main 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 go to discover content, creators and highlights from the tournament.
Users can download TikTok Pro Events through Apple App Store or Google Play Store in the USA
Although TikTok began as a social media and entertainment app, the company has gradually expanded beyond that category, with its new focus on cultural events being the latest step.
Most recently, the company launched TikTok GO, a way for users to discover and book hotels, attractions, and experiences directly within its app. Instead of directing users to third-party sites after they come across a destination or recommendation in a video, TikTok is positioning itself as a one-stop platform where viral travel content can drive bookings and revenue. The introduction of TikTok GO systematically transforms its discovery engine into a transactional level, which deepens user retention and opens up new revenue streams.
When you purchase through links in our articles, we may earn a small commission. This does not affect our editorial independence.
