The US Open has become the centre of a heated debate over tennis etiquette, sparked by the increasing presence of content creators and social‑media influencers at Flushing Meadows. Organisers have doubled the number of accredited creators for this year’s final Grand Slam, hoping to attract fresh audiences, but the resulting noise and disruptions have been felt keenly by players on the court. During a match, chair umpire Kader Nouni halted a group of influencers in a suite after they began filming a video right in the middle of a point.
In another incident, a creator shone a bright portable ring light onto the court to capture photos, drawing complaints from officials. Later, in Naomi Osaka’s second‑round win, chair umpire Marijana Veljovic repeatedly asked spectators to lower their volume, underscoring the growing tension between traditional tennis decorum and modern digital engagement.
Several players have voiced concerns that the push for online content may have gone too far. Two‑time champion Osaka remarked, "If you attend a sporting event, you have to respect the sport," adding that it is "common courtesy to understand the sport’s etiquette." The US Open introduced a policy of free fan movement in 2024, allowing spectators to choose their seats during changeovers, but this freedom has also made it easier for influencers to position themselves close to the action. Since Osaka’s opening match, the tournament has increased on‑screen reminders urging fans to avoid disruptive behaviour 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 appreciates the exposure that influencers bring to the US Open experience, she noted, "It’s tough when you see videos being taken, pictures snapped, and selfie lights flashing.
People are out there trying to perform; it’s their career and their job. It feels a bit disrespectful." Celebrities have long been a fixture in the stands, from A‑list movie stars to former President Donald Trump, with wealthy fans paying thousands of dollars for tickets.
However, the burgeoning relationship between influencers and the premier American tennis tournament is creating new growing pains. World No. 4 Coco Gauff welcomed the influx of fresh fans but stressed the importance of respecting tennis traditions.
"It’s great to have a new demographic and it helps grow the sport," she said, "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 flair for fashion, having launched a channel that explores the intersection of the two. A former Lehigh University student and ex‑creative‑agency professional, Wastcoat believes the sport can expand its reach if organisers and creators collaborate responsibly.
She recalled her time as a Wimbledon ball kid and explained, "There is space for influencers in tennis, but they need to respect the sport’s etiquette. Brands, tournaments, and individuals should all educate themselves about what’s appropriate at a sporting event.
Players need quiet to concentrate, and while inviting new audiences is beneficial, it must be balanced with the players’ need for focus." The United States Tennis Association (USTA) has emphasized that fans should enjoy an "incredible time" without interfering 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 still learning the best approach, asking, "What is the right balance of credentials or tickets for newcomers versus creators who already appreciate the sport?" She noted that the growing popularity of tennis creates more opportunities for brands, and she expects this trend to continue. In response to the controversy, the US Open has taken steps to mitigate disruptions.
Additional signage now appears on arena screens, reminding spectators to keep noise levels low, avoid flash photography, and refrain from using bright lighting equipment. Security staff have been briefed to monitor suites and stands for any violations, and umpires have been empowered to issue warnings or point penalties when necessary. The broader conversation reflects a cultural shift in how sports are consumed. Live streaming, short‑form video platforms, and influencer marketing have transformed fans from passive observers into active content producers.
While this democratization can broaden tennis’s appeal, it also challenges long‑standing norms of silence and decorum that players rely on for peak performance. Looking ahead, the US Open will continue to broadcast on Sky Sports from August 30, with streaming options available on NOW and the Sky Sports App. Fans can also catch the Laver Cup at London’s O2 Arena from September 25‑27.
As the tournament navigates the balance between tradition and innovation, the outcome will likely shape how major sporting events integrate influencer culture while preserving the integrity of the game.