US Open Influencer Boom Sparks Debate Over Tennis Etiquette

Posted : 04 September 2026

The growing presence of social media influencers at the US Open has sparked a debate about where to draw the line between promoting tennis to new audiences and respecting the traditions of the sport. Around 100 content creators have been granted credentials for this year’s tournament, a significant increase from last year.

Tennis has long been associated with a number of unwritten rules, particularly for spectators. Fans are generally expected to remain quiet during points, avoid distracting players and respect the concentration required during matches. The increased focus on producing social media content, however, has created new challenges at this year’s tournament.

Coco Gauff acknowledged the benefits of bringing tennis to a broader audience but said newcomers should make an effort to understand the sport’s traditions. She compared attending a tennis event without knowing its etiquette to arriving at a formal red-carpet event dressed inappropriately, stressing that respecting established standards should remain important.

Naomi Osaka has experienced the issue directly. During her first-round match at Arthur Ashe Stadium, people in a hospitality suite were reportedly conducting a photoshoot while play was underway. A portable ring light was switched on while Osaka was serving, prompting the chair umpire to intervene and tell those involved to stop.

The disruption continued to attract attention during Osaka’s second-round match. The Japanese star said the umpire had repeatedly asked the crowd to remain quiet, with loud conversations audible during play. She also suggested that the noise appeared to affect her opponent, highlighting how seemingly minor distractions can have an impact on players during high-pressure matches.

The controversy has extended beyond Osaka’s matches. Other players and spectators have complained about influencers taking photographs, filming themselves and using lights while points are being played. Jessica Pegula described some of the behaviour as disrespectful, while acknowledging that creators can help showcase the US Open to people who may not traditionally follow tennis.

The US Open and the USTA have embraced social media as a way of attracting younger audiences and increasing exposure for the tournament. However, organisers have also stressed that content creation should not interfere with competition. The tournament has increased reminders and signage aimed at ensuring spectators understand the expected behaviour inside the venue.

Osaka believes there is significant potential in using influencers to grow tennis, but she wants that expansion to be accompanied by greater awareness of the sport’s rules and traditions. Her position reflects the wider challenge facing the US Open: finding a way to modernise the fan experience without allowing the pursuit of social media attention to overshadow the players on court.

US Open Influencer Boom Sparks Debate Over Tennis Etiquette

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