If you work in sports or entertainment marketing and haven’t heard the chatter about TikTok potentially splitting into two separate apps — one just for the U.S. and another for the rest of the world — then buckle up. This is a potential massive shift that will change how brands connect with fans and how leagues, teams and brands think about global growth. And it’s not just a tech story — it’s a strategic, operational and creative challenge for everyone relying on TikTok’s power today.

One of TikTok’s greatest assets has been its unified global audience — a single post could reach millions worldwide. That advantage vanishes if the platform splits into a U.S.-only app.

Take the Los Angeles Dodgers, who rely on global stars like Shohei Ohtani to ignite international fan bases. Today, one video can engage fans in Japan, the U.S. and beyond. If TikTok splits, that same post would only reach American fans while the global app serves everyone else.

Virality would shrink from a worldwide phenomenon to a 50-state bubble. For brands built on global fandom — NFL, NBA, MLB and athletes with large international followings — organic reach would be capped and brands will have to rethink content strategy and resource allocation.

Speaking with clients across major sports leagues and teams, one thing is clear: Everyone is gaming out the implications. Some are thinking about whether they’ll need separate “global” TikTok accounts to mirror U.S. content, essentially cross-posting in real time to reach international fans.

But it’s not a simple switch. Leaders we’ve spoken with are weighing questions like:

Which........

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