The US Open has become a flashpoint for a heated debate over tennis etiquette, sparked by the increasing presence of content creators and social media influencers at Flushing Meadows. Organisers, eager to tap into new audiences, have doubled the number of accredited influencers for this year’s final Grand Slam compared with the previous edition. While this strategy aims to broaden the tournament's reach, the resulting noise and disruptions have been felt keenly by players and officials alike.
One notable incident involved chair umpire Kader Nouni, who halted play to reprimand a group of influencers seated in a private suite for filming a video during an active point. In another case, a creator was spotted using a bright, portable ring light to capture photos, drawing complaints about the glare and distraction it caused.
Such moments highlight the tension between the desire for engaging, shareable content and the need for a quiet, focused environment on the court. The issue resurfaced during Naomi Osaka’s second‑round match when chair umpire Marijana Veljovic repeatedly asked spectators to lower their volume, underscoring that even seasoned professionals are being affected by the heightened activity in the stands.
Osaka herself voiced concern, stating, "If you attend a sporting event, you have to respect the sport," and adding that understanding the sport’s etiquette is a basic courtesy. In response to these concerns, the US Open introduced a new policy in 2024 that allows fans to move freely during changeovers, eliminating the previous requirement to stay seated. While intended to improve the spectator experience, the rule also coincided with an increase in on‑screen reminders urging attendees to avoid disruptive behavior such as excessive noise, flash photography, and the use of ring lights.
These messages aim to strike a balance between fan enjoyment and the players’ need for concentration. American third seed Jessica Pegula expressed disappointment, describing some influencer conduct as "disrespectful." She acknowledged the value of influencers showcasing the tournament but emphasized that filming and using selfie lights while players are competing crosses a line. "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, with wealthy fans paying premium prices for tickets. However, the surge of influencers—individuals whose primary goal is to generate online content—has introduced new challenges for the sport’s traditional atmosphere. World No.
4 Coco Gauff welcomed the influx of fresh fans but cautioned that respect for tennis traditions remains essential. "It’s great to have a new demographic and it helps grow the sport," she remarked, "but if you’re invited to a red‑carpet event, you wouldn’t show up in jeans. Follow the etiquette of the sport." Among the influencers is Eliza Wastcoat, who blends a passion for tennis with a keen sense of fashion. After moving to the United States to study at Lehigh University and beginning her 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 if both the sport’s governing bodies and the creators themselves prioritize respect for the game’s customs. She explained, "There is a space in tennis for influencers and content creators to be welcomed into the sport and reach new audiences, but it has to be done by those who appreciate the sport itself and its etiquette." Wastcoat stressed that brands, tournaments, and individuals all share responsibility for learning the proper conduct expected at a high‑profile sporting event. The United States Tennis Association (USTA) reiterated its commitment to providing fans with an "incredible time" while ensuring that their enthusiasm does not interfere 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 also highlighted the learning curve for the USTA, noting the need to balance the number of credentials granted to newcomers versus seasoned creators who already understand tennis etiquette. "Experiences like this show that tennis is increasing in popularity, so more people will become part of it. There’s more opportunity with brands than ever before, and I expect that to continue," she said. The broader conversation reflects a pivotal moment for tennis: how to embrace digital media and influencer culture without compromising the quiet concentration that players require.
As the tournament progresses, officials, players, and influencers will need to collaborate on clear guidelines—such as designated media zones, restrictions on lighting equipment, and stricter enforcement of silence during points—to preserve the integrity of the sport while still engaging a modern, online audience. 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.
Fans can also catch the Laver Cup at The O2 in London from September 25‑27, also on Sky Sports, ensuring that tennis remains accessible to both traditional viewers and the newer, digitally‑savvy crowd.