The US Open has become a flashpoint for debate over tennis etiquette, as an increasing wave of influencers and content creators has begun to occupy the stands at Flushing Meadows. Organisers, eager to attract fresh audiences, have doubled the number of accredited creators for this year’s final Grand Slam compared with the previous edition. While the strategy aims to broaden the tournament's reach, the presence of these media personalities has generated considerable noise and distraction that players on the court have felt firsthand.
One notable incident involved chair umpire Kader Nouni, who halted a group of influencers in a private suite after they started filming a video right in the middle of a rally. In another case, a creator set up a bright, portable ring light to snap photos, the glare of which was visible to players and officials alike. During Naomi Osaka’s second‑round win, chair umpire Marijana Veljovic repeatedly asked the crowd to lower their volume, underscoring how the atmosphere was being compromised.
The situation has prompted several players to question whether the push for digital engagement has overstepped the line. Osaka, a two‑time champion, remarked, "If you attend a sporting event you have to respect the sport.
It’s common courtesy to understand the etiquette before you come." Her sentiment reflects a broader concern among athletes that the spectacle of the game is being diluted by off‑court distractions. In 2024 the US Open introduced a policy allowing fans to move freely during changeovers, eliminating the previous requirement to stay seated. While the move was intended to make the experience more relaxed, it also gave influencers greater freedom to wander, record, and flash lights at any moment.
To counteract the growing disturbance, the tournament has placed additional reminders on the arena’s video boards, urging spectators to avoid loud conversations, flash photography, and the use of ring lights that could interfere with play. American third seed Jessica Pegula labeled some of the behaviour as "disrespectful." She acknowledged the value of influencers showcasing the event but stressed that "people are down there trying to perform. It’s their career and their job.
It seems a bit disrespectful when you see videos being taken and selfie lights being used while they’re trying to focus." Celebrities have long been a fixture in the stands—from Hollywood A‑list stars to former President Donald Trump—often paying premium prices for tickets. However, the recent surge of social‑media personalities has introduced new challenges. World No.
4 Coco Gauff welcomed the influx of younger fans but cautioned that they should respect 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." One influencer, Eliza Wastcoat, who blends a passion for tennis with fashion, believes there is room for creators in the sport, provided they understand its conventions. Wastcoat, a Lehigh University alumna and former Wimbledon ball kid, has launched a channel that explores the intersection of tennis and style.
She argued, "There is space for influencers to be welcomed and to reach new audiences, but they need to appreciate the sport and its etiquette. Both brands and tournaments have a responsibility to educate them." Wastcoat also highlighted the balancing act facing the United States Tennis Association (USTA). "It’s about finding the right mix of credentials for newcomers versus seasoned creators who already respect the game," she said. "Tennis is growing, and that creates more opportunities for brands, but we must ensure players still have the quiet they need to concentrate." The USTA issued a statement emphasizing its desire for fans to have "an incredible time" while not interfering with play.
"We are continually looking for ways to ensure fans in the stands know what is permitted and what is prohibited," the governing body said. This reflects an ongoing effort to educate spectators about acceptable conduct, from limiting noise levels to restricting flash photography and bright lighting. As the tournament progresses, the dialogue between players, officials, and influencers continues to evolve.
Many agree that a collaborative approach—where creators receive clear guidelines and the USTA provides visible reminders—could preserve the integrity of the sport while still capitalizing on the promotional power of social media. The ultimate goal remains to grow tennis’s fan base without compromising the concentration and quiet that professional athletes require. The US Open will continue to be broadcast live on Sky Sports from August 30, with streaming options available on NOW and the Sky Sports App.
For those interested in additional tennis events, the Laver Cup will be shown from September 25‑27 on Sky Sports, offering more opportunities to experience high‑level tennis without the on‑court interruptions that have sparked this debate.