Image courtesy of TikTok
Last week, TikTok launched a pilot of TikTok Pro Events in the United States, a standalone app designed to deepen community immersion during major cultural milestones. Debuting with FIFA World Cup 2026, TikTok Pro Events allows people to engage with events' global fan culture, explore trending videos and access curated creator feeds directly within the app.
In particular, the social media company is targeting the sports market, as 72 percent of its users enjoy fan-made sports content, and TikTok says it turns global football passion into a shared, participatory experience.
Adding a philanthropy element
By completing fan-based tasks within the app — such as searching for trending hashtags, visiting the FIFA World Cup hub and sharing content — users 18 and older will be able to earn stars that can be redeemed for exclusive benefits. These include official FIFA World Cup 2026 merchandise through a dedicated in-app redemption store, TikTok Shop coupons valid for any purchase across the platform, or the opportunity to donate directly to TikTok-funded charities.
To turn fan engagement into real-world impact, TikTok has partnered with Feeding America, allowing users to send platform-funded donations to help end hunger.
"We can end hunger when we come together, and our partnership with TikTok gives sports fans a simple and meaningful way to be part of that effort," said Monica Lopez Gonzalez, chief marketing and communications officer at 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."
Focusing on the World Cup
Alongside the behind-the-scenes perspectives delivered by FIFA World Cup 2026 creator correspondents, users can access the wider FIFA World Cup 2026 hubs within the main TikTok app by searching "FIFA World Cup." These hubs are powered by TikTok GamePlan — a comprehensive product suite that allows sports teams, leagues and broadcasters to drive discovery, deepen engagement and deliver business results.
TikTok Pro Events is live for people in the United States, debuting with the dedicated fan hub for the FIFA World Cup 2026 as its inaugural pilot. TikTok Pro Events can be downloaded from the Apple App Store or Google Play Store.