The US Open has become the focal point of a heated debate about 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 new audiences, but the resulting noise and disruptions have not gone unnoticed by players and officials on the court.
During a recent match, chair umpire Kader Nouni halted play to reprimand a group of influencers who were filming a video in a suite right in the middle of a point. In another incident, a creator used a bright, portable ring light to snap photos, drawing further criticism.
Even in Naomi Osaka’s second‑round victory, chair umpire Marijana Veljovic repeatedly asked spectators to lower their voices, underscoring the growing tension between traditional tennis decorum and modern digital demands. Several players have voiced concerns that the push for online engagement 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 before stepping into the arena. Her comments reflect a broader sentiment among athletes who feel that the influx of influencers is compromising the quiet concentration required for high‑level play. In 2024 the US Open introduced a policy allowing fans to move freely throughout the venue, eliminating the previous rule that required spectators to stay seated during changeovers. While the change was intended to enhance the fan experience, it also created more opportunities for distractions.
Since Osaka’s opening match, the tournament has increased on‑screen messaging reminding attendees to avoid activities that could disturb play, such as excessive noise, flash photography, and the use of ring lights. American third seed Jessica Pegula described some of the influencer behavior as “disrespectful.” She acknowledged the value of influencers showcasing the tournament, but stressed that filming and flashing lights while players are trying to perform is inconsiderate. “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—paying thousands of dollars for premium seats. However, the recent surge of influencers has introduced new challenges.
World No. 4 Coco Gauff welcomed the influx of fresh fans but urged them 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 etiquette of the sport.” 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 worlds. A Lehigh University graduate who began her career at a creative agency and once served as a Wimbledon ball kid, Wastcoat believes that influencers can play a positive role if they understand and honor tennis etiquette. 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 responsibly.” 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 and focus,” she noted. “Inviting people in and creating an all‑round experience is great for the game, but it’s also an opportunity to teach newcomers what tennis is really about.” The United States Tennis Association (USTA) echoed these sentiments, stating that it wants fans to have “an incredible time” while ensuring they do not interfere with the action. 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.” The governing body acknowledges the learning curve involved in balancing the needs of traditional spectators with those of modern influencers.
Wastcoat highlighted this balancing act, asking how many credentials or tickets should be allocated to newcomers versus seasoned creators who already respect the sport. She believes the growing popularity of tennis will ultimately bring more people into the fold, creating greater opportunities for brands and sponsors. “Experiences like this show that tennis is increasing in popularity, so more people will be part of it. There’s more opportunity with brands than ever before, and I expect that to continue,” she said.
The debate over influencer behavior at the US Open reflects a larger conversation about how sports adapt to the digital age. While social media offers unprecedented reach and can attract younger audiences, it also challenges long‑standing norms of silence and focus that are essential to tennis. Finding a sustainable compromise will require clear guidelines, education for creators, and perhaps a re‑evaluation of accreditation policies. As the tournament progresses, officials will likely continue to enforce stricter rules on lighting, photography, and noise, while players and fans alike hope for a harmonious blend of tradition and modernity.
The US Open remains live on Sky Sports from August 30, and viewers can stream matches without a contract on NOW or the Sky Sports App. The event also coincides with the Laver Cup, taking place at The O2 in London from September 25‑27, offering tennis enthusiasts a packed schedule of high‑level competition.