TikTok Launches TikTok Pro Events: A New App for Celebrating Cultural Highlights Like the FIFA World Cup

On Wednesday, TikTok unveiled a new standalone app in the U.S. designed to celebrate cultural milestones like the upcoming FIFA World Cup. The app, called TikTok Pro Events, allows users to connect with fellow fans, explore trending videos, and access curated feeds from creators.

Users 18 and older can earn “Stars” by engaging in fan-focused activities within the app, including exploring trending hashtags, checking out the FIFA World Cup hub, and sharing content. These Stars can be redeemed for exclusive benefits, such as official FIFA World Cup merchandise from an in-app redemption store, discounts on TikTok Shop, or the opportunity to direct TikTok-funded donations to Feeding America.

By launching a dedicated app for significant global events beyond its primary platform, TikTok seeks to attract users while offering creators and advertisers a more focused audience.

This launch also opens new revenue opportunities for TikTok’s new owners through sponsorships, partnerships, creator-led marketing, and advertising.

The company also notes that users can find FIFA World Cup 2026 hubs within the main TikTok app by searching for “FIFA World Cup.” These hubs utilize TikTok GamePlan, a suite of tools aimed at enhancing discovery and engagement for sports teams, leagues, and broadcasters. Users can discover content, creators, and highlights related to the tournament in these hubs.

TikTok Pro Events is available for download on the Apple App Store and Google Play Store in the U.S.

Initially launched as a social media and entertainment platform, TikTok has gradually expanded its scope, with its latest emphasis on cultural events reflecting this evolution.

Most recently, TikTok rolled out TikTok GO, enabling users to discover and book hotels, attractions, and experiences directly through the app. Instead of directing users to external websites after encountering a destination or recommendation in a video, TikTok aims to serve as a comprehensive platform where viral travel content can convert into bookings and revenue. This strategic initiative transforms its discovery engine into a transactional layer, boosting user retention and creating new revenue streams.