The US Open has become a flashpoint for a heated debate over tennis etiquette, sparked by an influx of content creators and social media influencers who are now a prominent presence at Flushing Meadows. Organizers have deliberately doubled the number of accredited influencers for this year’s final Grand Slam, hoping to attract fresh audiences and broaden the tournament’s digital reach. However, the increased media activity has introduced a new level of noise and distraction that players and officials say is encroaching on the sanctity of the sport.
During a recent match, chair umpire Kader Nouni halted play to reprimand a group of influencers who were filming a video in a private suite right in the middle of a point. In another incident, a creator set up a bright, portable ring light to capture photos, its glare cutting through the stadium’s lighting and drawing the attention of both players and spectators. These disruptions have not gone unnoticed on the court.
In Naomi Osaka’s second‑round win, chair umpire Marijana Veljovic repeatedly asked the crowd to lower their voices, emphasizing that the players needed a quiet environment to perform at their best. The controversy has prompted several players to voice concerns about the balance between fan engagement and respect for the game. Two‑time champion Osaka remarked, "If you attend a sporting event, you have to respect the sport," adding that basic courtesy includes learning the sport’s etiquette before stepping into the arena.
American third seed Jessica Pegula echoed this sentiment, describing some influencer behavior as "disrespectful." She acknowledged the value of influencers showcasing the US Open experience, but stressed that filming and using selfie lights during play distracts athletes who are focused on their careers and livelihoods. The US Open introduced a new policy in 2024 that allows fans to move freely throughout the venue, eliminating the previous requirement to remain seated during changeovers. While this change was intended to enhance the spectator experience, it also created more opportunities for unregulated activity.
In response, the tournament has increased on‑screen messaging, reminding attendees to avoid actions that could disturb play, such as excessive noise, flash photography, and the use of bright ring lights. World No. 4 Coco Gauff welcomed the arrival of a younger, more diverse fan base but cautioned that newcomers should honor 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 etiquette of the sport." Her analogy highlighted the expectation that fans, regardless of their status, should adapt to the cultural norms of tennis. One influencer, Eliza Wastcoat, who blends a passion for tennis with fashion, offered a nuanced perspective. After moving to the United States to study at Lehigh University and beginning a career at a creative agency, she launched a social‑media channel that explores the intersection of tennis and style. Wastcoat, a former Wimbledon ball kid, believes that influencers can play a constructive role in expanding the sport’s reach, provided they respect its conventions.
She said, "There is a space in tennis for influencers and content creators to be welcomed into the sport and reach new audiences, but it must be done in a way that honors the game’s etiquette." Wastcoat argued that responsibility lies with both the brands that sponsor influencers and the tournament organizers that grant credentials. She suggested that a collaborative approach—where creators educate themselves on proper conduct before attending matches—could mitigate disruptions. "Tennis has really opened up its doors to change, but ultimately players need quiet and the ability to concentrate," she noted. "We all want tennis to grow, so inviting people in and making it an all‑round experience is great for the game, but it’s also an opportunity to further educate people about what tennis is." The United States Tennis Association (USTA) has publicly stated its aim to give fans an "incredible time" while ensuring that their presence does not interfere with the action on court.
A recent USTA statement read, "We are continually looking for ways to ensure fans in the stands know what is permitted and what is prohibited." This reflects an ongoing effort to strike a balance between fan enjoyment and player concentration. Wastcoat also pointed out that the USTA faces a learning curve in determining the appropriate number of credentials to allocate to new influencers versus seasoned fans.
"What’s the balance of how many tickets do we give to folks who are new, or how many do we give to creators who know and appreciate the sport? It’s trying to find that balance," she explained. She added that the growing popularity of tennis presents new opportunities for brands, and she expects this trend to continue.
Historically, celebrities have always been a fixture in the stands—from Hollywood A‑list stars to political figures like former President Donald Trump—often paying thousands of dollars for premium seats. The current wave of influencers, however, represents a shift from passive spectatorship to active content creation, turning the stadium into a live broadcast studio. This evolution has generated growing pains as the sport adapts to the digital age. In summary, the US Open’s experiment with expanding influencer access has highlighted a tension between modern marketing strategies and the timeless expectations of tennis etiquette.
While many players and officials recognize the potential for increased visibility and fan engagement, they also stress that respect for the sport’s traditions—quiet, focus, and decorum—must remain paramount. As the tournament moves forward, finding a sustainable model that accommodates both the demands of a digital audience and the needs of professional athletes will be essential for preserving the integrity of the game.
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.