Naomi Osaka used her second‑round victory over Katerina Siniakova as a platform to ask the growing contingent of social‑media personalities at the US Open to respect the sport's long‑standing etiquette. The call comes after a series of videos surfaced from her opening match against Anastasia Zakharova, showing influencers chatting, shouting, and generally ignoring the on‑court action. Osaka, who has become one of tennis' most marketable figures, believes that while influencers can help broaden tennis' appeal, they must first understand and observe the basic rules of conduct that govern a professional tournament.
After battling through a shaky second set to defeat Siniakova 6‑2, 5‑7, 6‑1 and secure a place in the third round, Osaka spoke to reporters about the need for common courtesy at sporting events. "If you attend a sporting event, you have to respect the sport," she said. "It’s basic courtesy to learn the basics of the game, especially the etiquette that players and officials expect." She added that influencers have the potential to introduce tennis to new audiences, but that potential can be squandered if they behave in a way that disrupts the match or distracts the players.
Osaka recalled a moment from her first‑round match when the umpire had to raise his voice repeatedly, asking the crowd to be quiet. "I think I wasn’t paying enough attention in that match," Osaka admitted.
"Normally I focus on the court, but there were people shouting and it was audible. It seemed to bother my opponent as well." Her remarks highlighted a broader issue that tournament organizers have been grappling with: how to balance the excitement generated by high‑profile content creators with the need to preserve the integrity of the competition. The Japanese star’s own on‑court presentation has attracted considerable media attention.
In her opening night, Osaka stepped onto Centre Court in a dramatic white skirt and hooded robe printed with newspaper clippings about her career, a look that sparked conversation across social platforms. For the Siniakova match, however, she opted for a more understated, shimmering all‑white ensemble that would have looked at home at Wimbledon rather than the bright lights of Flushing Meadows. The change in wardrobe underscored Osaka’s evolving brand – from eye‑catching fashion statements to a focus on performance and professionalism. The match itself was a roller‑coaster.
Osaka surged ahead in the first set, breaking Siniakova to love in the fourth game and sealing the set with a second break. The second set saw Osaka build a 4‑2, then 5‑3 lead, only to see her serve falter; she was broken three consecutive times and ultimately dropped the set 7‑5.
Demonstrating the resilience that has defined her Grand Slam career, Osaka regrouped in the decider, conceding just one game before clinching the win and moving on to the round of 32. While Osaka was dealing with etiquette concerns, other storylines unfolded across the tournament.
Two‑time champion Iga Swiatek breezed into the third round with a 6‑3, 6‑2 victory over Argentina's Nadia Podoroska in just 71 minutes. Their meeting marked only the second encounter between the two, the first having taken place in the 2020 French Open semi‑finals, where Swiatek emerged victorious on her way to her maiden Grand Slam title. Seeded eighth this year, Swiatek broke early in the first set, maintained control throughout, and sealed the match with a decisive first‑match‑point conversion. American Madison Keys delivered a dramatic comeback against Poland's Anna Bondar, saving five match points before prevailing 5‑7, 6‑4, 7‑6 (10‑5).
The 2017 US Open finalist, who later added a 2025 Australian Open crown to her résumé, rattled off 34 forehand winners and credited the supportive home crowd for her perseverance. "That was something, huh? No stress though – we all knew I had it, right?" Keys told the audience after the win.
On the men’s side, third seed Felix Auger‑Aliassime suffered a surprising second‑round exit at the hands of unseeded Russian Karen Khachanov, becoming the highest seed eliminated so far. Khachanov, a 2022 semi‑finalist, broke Auger‑Aliassime’s serve seven times on Louis Armstrong Stadium and saved seven of nine break points, marking only his second top‑10 Grand Slam victory. After a tightly contested first‑set tiebreak, the Canadian could not sustain the momentum, winning just seven more games as Khachanov surged ahead to the third round. Taylor Fritz continued his strong start to the tournament, dispatching Italy’s Mattia Bellucci 6‑0, 6‑1, 6‑1 in a straight‑sets demolition.
The ninth seed, eager to end a 23‑year drought for an American male Grand Slam champion, has now won his first three matches without dropping a set, positioning himself as a serious contender. Osaka’s appeal for respect underscores a larger conversation about the role of influencers in modern sport. While their reach can introduce tennis to younger, digitally native audiences, the sport’s governing bodies and players alike are urging a balance: entertaining content should not come at the expense of the players’ concentration or the spectators’ experience.
As the US Open progresses, officials are likely to tighten guidelines on on‑court behavior for non‑athlete participants, ensuring that the tournament remains a showcase of athletic excellence as well as a platform for innovative fan engagement. The US Open continues to be broadcast live on Sky Sports from August 30, with streaming options available on NOW and the Sky Sports App, and the Laver Cup will also be shown live from The O2 in London later in September.