The influx of content creators and social media influencers at the U.S. Open has sparked a debate over tournament etiquette following a series of disruptions during matches in New York. Organizers granted accreditation to approximately 100 content creators for the event—double the amount from the previous year—with 20 specifically dedicated to covering the food and beverage scene.
Influencer Chaos at the US Open
While tournament officials and several players have welcomed the attention brought by social media personalities, the presence of influencers has led to on-court friction. During two-time champion Naomi Osaka‘s first-round win against Anastasia Zakharova on Arthur Ashe Stadium, a group in a hospitality suite held a photo shoot and turned on a portable ring light while Osaka was serving, prompting a reprimand from the chair umpire.
Players Hit Back Over Disrespectful Behavior
World No. 3 Jessica Pegula addressed the crowd etiquette issue following her second-round victory, stating that the behavior had “gotten a little maybe too much.” Pegula noted that players are trying to perform their jobs and careers, adding, People are down there trying to perform, and it’s their career and their job. And it seems a bit disrespectful.
Although Pegula acknowledged that influencers help showcase aspects of the fan experience—such as food, drinks, and shops—she drew the line at interruptions during play. Her remarks followed an initial endorsement where she previously stated that content creators brought eyes to the sport and made it more trendy. World No. 4 Coco Gauff also weighed in on the tension, stating, I definitely think it’s cool to have a new demographic and I definitely think it helps grow the sport. But if you’re being invited to a red carpet, you wouldn’t show up in jeans. I think it’s just follow the etiquette of the sport. That’s all.
Osaka echoed those sentiments after her second-round win, noting that the umpire had to repeatedly instruct the crowd to remain quiet. Today the umpire told everyone to be quiet more than I’ve ever heard an umpire tell a crowd to be quiet,
Osaka said. I feel like it’s common courtesy to read up on the sport, especially the etiquette.
Mixed Reactions from Tour Competitors
Other tennis stars have expressed differing perspectives on the social media presence. World No. 1 Aryna Sabalenka expressed support for the trend, stating she loves the extra attention on the sport. Similarly, 2021 champion Daniil Medvedev noted that the increased coverage has more upside than downside
and expressed trust in the United States Tennis Association (USTA) to handle disruptions.
However, former players have raised concerns about the changing atmosphere and rising ticket prices. Patrick McEnroe noted that real tennis fans are starting to get priced out of the market, while Genie Bouchard expressed mixed feelings about whether brands and influencers taking up spots creates sadness for true fans.
Tournament Response and Management
Brendan McIntyre, the US Open head of communications, stated that the tournament is actively reminding attendees to refrain from any activity that can disrupt the action
through advance emails to ticket holders, notifications to suite holders, and messaging on video boards. McIntyre added that such instances happen infrequently and that chair umpires possess the ability to address the crowd when disruptions occur.
