The US Open has become a flashpoint for a heated debate over tennis etiquette, sparked by the rising presence of content creators and social media influencers at Flushing Meadows. Organizers have dramatically expanded media accreditation this year, doubling the number of influencers allowed to cover the final Grand Slam of the season in an effort to attract younger, digitally‑savvy audiences.
While the strategy may broaden viewership, the influx of cameras, lights and chatter has begun to affect the players 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 the middle of a point from a private suite.
In another incident, a creator set up a bright, portable ring light to snap photos, creating a glare that distracted the competitors. The disruptions were not limited to the later rounds; in Naomi Osaka’s second‑round win, chair umpire Marijana Veljovic repeatedly asked the crowd to keep noise to a minimum, underscoring how pervasive the issue has become. Several players have voiced concerns that the push for online engagement may be overstepping the boundaries of respect for the sport.
Osaka, a two‑time champion, remarked, "If you attend a sporting event, you have to respect the sport," adding that understanding basic etiquette is a matter of common courtesy. Her sentiment echoes that of American third seed Jessica Pegula, who described some influencer behavior as "disrespectful." Pegula acknowledged the value of influencers showcasing the US Open experience but emphasized that filming, flashing selfie lights, and other distractions can undermine the athletes’ concentration and professionalism. The US Open introduced a new free‑movement policy in 2024, allowing spectators to change seats during changeovers without waiting for a designated break.
While the policy aims to enhance fan experience, it has also contributed to a more fluid and sometimes chaotic environment. In response, the tournament has installed additional messaging on the arena’s video boards, reminding attendees to avoid activities that could disrupt play, such as excessive noise, flash photography, and the use of ring lights. World No.
4 Coco Gauff welcomed the influx of new fans but urged them to respect tennis traditions. She likened attending a red‑carpet event in casual attire to showing up in jeans at a formal ceremony, emphasizing that the sport’s etiquette should be observed regardless of the audience’s background. One influencer, Eliza Wastcoat, who blends a passion for tennis with fashion, offered a more nuanced perspective. After moving to the United States to study at Lehigh University and beginning a career at a creative agency, Wastcoat launched a channel that explores the intersection of tennis and style.
She believes influencers can play a constructive role in growing the game, provided they educate themselves about the sport’s customs. "There is space for creators to be welcomed into tennis and reach new audiences," she said, noting her own experience as a Wimbledon ball kid.
"Both the tournament and the influencers must understand the etiquette and respect the players’ need for quiet concentration." The United States Tennis Association (USTA) reiterated its commitment to delivering an "incredible time" for fans while safeguarding the integrity of the competition. A statement from the governing body emphasized ongoing efforts to clarify what is permissible in the stands and what is not.
Wastcoat added that the USTA faces a learning curve in determining the right balance between granting credentials to newcomers and limiting access for those who may not yet appreciate the sport’s nuances. Overall, the situation highlights a broader tension between the desire to modernize tennis and the need to preserve its long‑standing traditions. As the sport becomes more accessible through digital platforms, the challenge will be to integrate new forms of fan engagement without compromising the quiet environment that players rely on to perform at their best.
The US Open’s experience serves as a case study for other major events navigating the same crossroads. The tournament continues to be broadcast live 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 The O2 in London from September 25‑27, also on Sky Sports.