The US Open this year has become a flashpoint for a heated debate about the proper etiquette on the tennis court, as a surge of content creators and social‑media influencers have begun to occupy the stands at Flushing Meadows. Organisers, eager to tap into younger audiences, doubled the number of accredited creators compared with the previous tournament, granting them privileged access to the final Grand Slam of the season. While the strategy promises fresh exposure for the sport, the reality on the ground has been a chorus of complaints from players, officials, and even some fans who feel the new wave of digital coverage is disrupting the quiet concentration that tennis demands. From the very first day, the presence of influencers was felt.
Chair umpire Kader Nouni halted play to reprimand a group of creators who were filming a video in the middle of a rally from a private suite, an act that not only broke the silence but also risked distracting the competitors. In another incident, a well‑known TikTok personality set up a bright, portable ring light on the side of the court to snap photos, the flash and glare of which drew the ire of officials and players alike. During Naomi Osaka’s second‑round match, chair umpire Marijana Veljovic repeatedly asked the crowd to lower their voices, underscoring how the noise from the stands was becoming a genuine problem.
Osaka herself voiced a broader concern, suggesting that the push for online engagement might have overshot its mark. "If you attend a sporting event, you have to respect the sport," the two‑time champion said, adding that understanding basic tennis etiquette is a matter of common courtesy. Her remarks echo those of other top players who have expressed frustration at the growing intrusion of personal devices and influencer activity.
The tournament’s 2024 policy of free fan movement—allowing spectators to choose their seats without waiting for change‑over intervals—has made the venue more fluid, but it also means that the usual quiet moments between games are now punctuated by a constant flow of people moving, talking, and recording. In response, the US Open has installed additional on‑screen reminders urging fans to keep noise levels down, avoid flash photography, and refrain from using bright ring lights that could impair players’ vision. American third seed Jessica Pegula described some of the influencer behaviour as "disrespectful." While she appreciates that creators can showcase the excitement of the US Open, she emphasized that athletes are performing under intense pressure and deserve an environment free from unnecessary distractions.
"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 A‑list stars to former President Donald Trump—paying top dollar for premium seats. However, the recent influx of influencers represents a new kind of audience that is not only watching but actively broadcasting the event in real time. This shift has introduced growing pains for both the tournament and its participants.
World No. 4 Coco Gauff welcomed the fresh demographic, noting that new fans can help grow the sport, but she also warned that they need to respect tennis traditions.
"If you're invited to a red‑carpet event, you wouldn't show up in jeans," Gauff joked, adding that the same principle applies to tennis: follow the sport's etiquette. One influencer, Eliza Wastcoat, who runs a channel at the intersection of tennis and fashion, offered a more nuanced perspective.
A former Wimbledon ball kid and Lehigh University graduate who began her career at a creative agency, Wastcoat believes there is ample space for creators in tennis, provided they understand and honor the game's customs. She argued that both tournament organisers and influencers share responsibility for educating newcomers about appropriate conduct. "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 with respect for the etiquette," she said.
Wastcoat also highlighted the logistical challenge for the United States Tennis Association (USTA) in determining how many credentials to allocate to newcomers versus seasoned creators who already appreciate the sport. Finding the right balance, she noted, is essential to maintain the integrity of the competition while still capitalising on the promotional benefits that influencers bring.
The USTA issued a statement affirming its commitment to delivering an "incredible time" for fans while protecting the integrity of 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, signalling that policies may evolve as the sport navigates this digital era. Beyond the immediate concerns, the situation at the US Open reflects a broader cultural shift in how sports are consumed. Live streaming, short‑form video platforms, and the desire for behind‑the‑scenes content have turned spectators into content producers.
This democratisation offers unprecedented reach for tennis but also forces traditional custodians of the game to rethink how to preserve the quiet, focused atmosphere that players rely on. In practical terms, the tournament has taken steps such as increasing signage, deploying staff to politely remind influencers of the rules, and even restricting the use of certain lighting equipment during matches.
Some venues have experimented with designated influencer zones away from the court to minimise interference, while others are considering stricter credentialing processes. Looking ahead, the dialogue between players, officials, and influencers will likely shape the future of tennis etiquette.
If a collaborative approach can be found—where creators receive clear guidelines and fans are educated about respectful behaviour—the sport may successfully integrate modern media trends without sacrificing the concentration that defines high‑level competition. For now, the US Open continues to broadcast its matches on Sky Sports from August 30, with additional streaming options available on NOW and the Sky Sports app. As the tournament progresses, the balance between fan engagement and player focus will remain a central narrative, illustrating how a centuries‑old sport adapts to the fast‑paced world of digital content creation.