The US Open this year has become a flashpoint for debate over tennis etiquette, largely because of the surge of content creators and social‑media influencers crowding the stands at Flushing Meadows. Organizers, eager to tap into younger audiences, doubled the number of accredited creators for this final Grand Slam of the season compared with the previous year. While the strategy promises broader reach, the resulting clamor and visual distractions have begun to affect players and officials alike.
During a high‑stakes match, chair umpire Kader Nouni halted play to reprimand a group of influencers who were filming a video right in the middle of a point. In another incident, a creator set up a bright, portable ring light in a suite, flooding the court with flashes that disrupted concentration.
Even in Naomi Osaka’s second‑round win, chair umpire Marijana Veljovic repeatedly asked the crowd to lower their voices, underscoring how pervasive the noise problem has become. These moments have prompted several players to question whether the push for digital engagement is being taken too far. Two‑time champion Osaka remarked, "If you attend a sporting event, you have to respect the sport. I think it’s common courtesy to understand the etiquette before you come in." Her sentiment was echoed by American third seed Jessica Pegula, who described some of the influencer behavior as "disrespectful." Pegula acknowledged the value of influencers showcasing the tournament, but warned that constant selfies, flash photography and ring‑light usage are intrusive for athletes whose livelihoods depend on focus and quiet.
The US Open introduced a free‑movement policy for fans in 2024, allowing spectators to choose seats without waiting for changeovers. Since Osaka’s opening match, the tournament has amplified on‑screen messages urging fans to avoid any activity that could disturb play—whether it be excessive noise, flash photography, or the use of bright lighting equipment. Despite these reminders, the tension between traditional tennis decorum and modern content creation persists.
World No. 4 Coco Gauff welcomed the influx of new fans, noting that fresh demographics can help grow the sport. However, she cautioned that newcomers should respect tennis traditions: "If you’re invited to a red‑carpet event, you wouldn’t show up in jeans.
Follow the etiquette of the sport." Gauff’s analogy highlights the expectation that spectators behave appropriately for the setting, just as they would at any high‑profile event. One influencer, Eliza Wastcoat, offers a nuanced perspective. A former Wimbledon ball kid who moved to the United States to study at Lehigh University and now runs a social‑media channel at the intersection of tennis and fashion, Wastcoat believes influencers can coexist with the sport if they educate themselves about its customs. She argues that the sport needs to welcome creators who genuinely appreciate tennis, while also setting clear boundaries.
"There is a space for influencers to be welcomed into tennis and reach new audiences, but it must be done in a way that respects the game’s etiquette," she said. Wastcoat stresses that responsibility lies with both brands and tournament organizers. She suggests that the United States Tennis Association (USTA) should carefully balance the number of credentials granted to newcomers versus seasoned creators who understand the sport’s nuances. "It’s a learning curve for the USTA," she noted, "finding the right mix of tickets and credentials is essential to maintain a respectful environment." The USTA has publicly stated that it wants fans to have "an incredible time" while ensuring they do not interfere with the action.
A recent statement read, "We are continually looking for ways to ensure fans in the stands know what is permitted and what is prohibited." This indicates an ongoing effort to educate spectators about acceptable behavior, from limiting flash photography to keeping noise levels down during points. Beyond the immediate disruptions, the broader conversation touches on the evolving business model of tennis. Brands now see unprecedented opportunities to partner with influencers, leveraging their reach to promote the sport to audiences that may never have set foot in a stadium.
As Wastcoat points out, "Tennis has opened its doors to change, but players still need quiet to concentrate. We all want tennis to grow, so inviting people in and making it an all‑round experience is great for the game, provided we also educate them about what tennis is and how it works." The clash between tradition and digital media reflects a larger cultural shift.
For decades, celebrities—from Hollywood stars to political figures like former President Donald Trump—have occupied premium seats at the US Open, paying top dollar for the experience. Influencers, however, bring a different dynamic: they broadcast the event in real time, creating a continuous stream of content that can both amplify and dilute the live experience for other attendees. As the tournament progresses, the USTA and tournament officials will likely refine their policies.
Potential measures could include designated “media zones” away from the court, stricter enforcement of lighting bans, and mandatory etiquette briefings for accredited creators. Such steps aim to preserve the integrity of play while still harnessing the promotional power of social media. In summary, the US Open’s experiment with a larger influencer presence has sparked a necessary dialogue about respect, concentration, and the future of fan engagement in tennis. Players like Osaka, Pegula, and Gauff have voiced concerns that the sport’s core values—quiet, focus, and decorum—must not be sacrificed for the sake of viral content.
At the same time, advocates like Wastcoat argue that with proper education and balanced credentialing, influencers can become allies in expanding tennis’s reach. The challenge now lies in finding a sustainable middle ground where the excitement of modern media coexists with the timeless etiquette that defines the sport. 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.