As TikTok prepares for the upcoming FIFA World Cup, the social media platform’s U.S.
operation has announced a related stand-alone app designed to help users, creators and brands celebrate and engage with major cultural moments in real-time.
According to the announcement,
“TikTok Pro Events” is a new app meant to “deepen community immersion” during cultural milestones, allowing users to “engage with global fan culture, explore trending
videos, and access curated creator feeds” surrounding specific events.
TikTok is debuting the app with the 2026 FIFA World Cup. To reward engagement around the global event, users 18 and
up in the U.S. are able to earn “Stars” by completing various fan-based tasks within the app, such as searching for trending hashtags, visiting the FIFA World Cup hub, and sharing relevant
content.
advertisement
advertisement
Stars can then be redeemed in the app for benefits, including World Cup merchandise, TikTok Shop coupons, or the chance to direct TikTok-funded charitable donations. For
its debut, the company has partnered with Feeding America.
“By engaging with tournament content on TikTok Pro Events, the fan community can help direct earned Stars toward donations that
support neighbors facing hunger,” says Monica Lopez Gonzales, the chief marketing and communications officer at Feeding America.
At the start of 2026, TikTok became FIFA’s first-ever “Preferred Platform” partner, which gave the app rights
to feature original content from the World Cup within its designated GamePlan
hub where sports and organizations and brands can engage fans. Additionally, the partnership allows broadcasters to monetize TikTok’s FIFA coverage via the platform’s ad solutions.
TikTok also recently named a select group of 30 creator
correspondents from around the world who will cover the global tournament.
By launching a stand-alone app committed to the tournament, the newly formed TikTok USDS is attempting to boost
revenue around the global event through sponsorships, partnerships, creator-led marketing efforts, and advertising, while also setting up similar opportunities for future cultural events.
