The US Open has become the focal point of a heated debate over tennis etiquette, sparked by the growing presence of content creators and social media influencers at Flushing Meadows. Organisers have dramatically increased the number of accredited influencers for this year’s final Grand Slam, doubling the count from the previous tournament in an effort to attract fresh audiences. However, the surge of cameras, lights and chatter in the stands has begun to affect players on the court.
One notable incident involved chair umpire Kader Nouni, who interrupted a group of influencers in a private suite because they were filming a video in the middle of a rally. In another case, a creator was spotted using a bright portable ring light to snap photos, creating a distracting glare for the competitors. During Naomi Osaka’s second‑round win, chair umpire Marijana Veljovic repeatedly asked spectators to lower their volume, underscoring how the noise was interfering with play.
Several players have voiced concerns that the push for online engagement may have overstepped the line. Two‑time champion Osaka remarked, "If you attend a sporting event, you have to respect the sport," adding that it is common courtesy to familiarize yourself with the sport’s etiquette before stepping into the arena. The US Open’s 2024 policy of free fan movement, which allows spectators to choose seats without waiting for change‑over breaks, has further amplified the need for clear guidance on acceptable behaviour.
Since Osaka’s opening match, the venue’s screens have displayed reminders to avoid disruptive actions such as excessive noise, flash photography and the use of ring lights. American third seed Jessica Pegula described some of the influencer conduct as "disrespectful." While she acknowledged the value of influencers showcasing the US Open experience, she stressed that players are trying to perform at the highest level and deserve a quiet environment. "People are down there trying to perform. It's their career and their job.
It seems a bit disrespectful," she said. Celebrities have long been a fixture in the stands, from Hollywood stars to former President Donald Trump, with affluent fans paying premium prices for tickets.
Yet the recent influx of influencers has introduced new challenges. World No. 4 Coco Gauff welcomed the arrival of a broader fan base but urged newcomers to respect tennis traditions. "It’s great to have a new demographic and it helps grow the sport," she explained, "but if you’re invited to a red‑carpet event, you wouldn’t show up in jeans.
Follow the sport’s etiquette." One influencer, Eliza Wastcoat, combines a passion for tennis with a background in fashion. After moving to the United States to study at Lehigh University and beginning a career at a creative agency, she launched a channel that explores the crossover between tennis and style.
Wastcoat, who once served as a Wimbledon ball kid, believes influencers can play a positive role if they collaborate with tournament officials and respect the game’s customs. She said, "There is space in tennis for influencers to be welcomed and to reach new audiences, but the sport must guide them on etiquette and respect." Wastcoat emphasized that both brands and tournaments share responsibility for educating creators about proper conduct. "Tennis has opened its doors to change, but players still need quiet to concentrate.
Inviting people in and creating an all‑round experience is great for the game, but we must also teach newcomers what tennis is and how it should be enjoyed," she noted. The United States Tennis Association (USTA) reiterated its desire for fans to have an "incredible time" while ensuring they do not interfere with play. A statement from the governing body read, "We are continually looking for ways to ensure fans in the stands know what is permitted and what is prohibited." Wastcoat added that the USTA is navigating a learning curve, trying to balance the number of credentials given to new influencers versus those who already understand the sport.
"Experiences like this show that tennis is increasing in popularity, so more people will become part of it. There are more brand opportunities than ever, and I expect that to continue," she said.
As the tournament progresses, the conversation about influencer conduct and tennis etiquette is likely to continue. The US Open will be broadcast live on Sky Sports starting August 30, with streaming options available on NOW and the Sky Sports App, and the Laver Cup will follow later in September.
The outcome of this debate may shape how major sporting events integrate social media personalities while preserving the integrity and quiet that players need to perform at their best.