Influencers and content creators have been granted accreditation at the US Open in New York, and their presence has sparked debate over how to bring tennis to a new audience while respecting the sport’s etiquette. Around 100 creators received accreditation for the tournament, double the number from last year.
World number four Coco Gauff said she sees value in attracting a new demographic. “I definitely think it’s cool to have a new demographic and I definitely think it helps grow the sport,” she said. “But if you’re being invited to a red carpet, you wouldn’t show up in jeans. I think it’s just follow the etiquette of the sport. That’s all.”
The concern grew during Naomi Osaka‘s first-round match on Arthur Ashe Stadium, the tournament’s main arena with a capacity above 23,000. One group held a photo shoot in its hospitality suite while play was underway, turning on a portable ring light while Osaka was serving. The chair umpire reprimanded them. When Osaka returned on Thursday, the umpire had to remind the crowd several times to be quiet.
“Today the umpire told everyone to be quiet more than I’ve ever heard an umpire tell a crowd to be quiet,” Osaka said. “I tell people I normally just focus on the match and the court, but there was a moment where there was people shouting and you could hear it quite clearly.”
A viral video shows a group speaking loudly as they filmed themselves during Osaka’s first-round match on Tuesday, which led the chair umpire to call for them to stop.
“I think obviously if you come to a sporting event, you have to respect the sport,” Osaka said. “I feel like it’s common courtesy to read up on the sport, especially the etiquette. It could be a good thing for people to make the sport of tennis popular to their specific audience, but I think it has to be managed a lot better, especially in the situation like my first-round match. Overall, I think there are huge positives. You want people to continue to grow the sport. I just think it has to be in a way that everyone knows the rules and the etiquette.”
‘More upside than downside’ or ‘a little too much’?
Arthur Ashe is the biggest tennis stadium in the world, and matches are often accompanied by a buzz of noise from conversations around the arena. Men’s seventh seed Daniil Medvedev, who has had a tricky relationship with New York crowds in the past, believes anything that brings more eyes to tennis is a good thing.
“I think the more we try to raise awareness about tennis, the better it is, the more popular the sport is,” the Russian said. “The more the sport grows, the better it is. I trust USTA [tournament organisers the United States Tennis Association] with what they are doing. I think [there is] a lot more upside than downside, so go for it.”
American 11th seed Frances Tiafoe praised the diversity of the New York crowd. “I think the Open is great because you get all types of people that want to come and watch tennis,” he said. “All different walks of life, different types of people, different type of occupations. Personally, I love that. I have no problem with anybody doing anything, coming to watch the tennis.”
American world number three Jessica Pegula, however, said some of the behaviour had been “disrespectful”. “I can appreciate the influencers coming and showcasing the US Open experience,” Pegula said. “But I do think that it’s tough when you see videos when they’re taking pictures and using the selfie lights. People are down there trying to perform. It’s their career and their job. It seems a bit disrespectful. I think it’s become a little too much this year. I can appreciate one side of it, but I think when you have the other side literally interrupting matches, it gets a little tough.”
Fan Week and the push for new audiences
The US Open introduced free fan movement in 2024, allowing fans to take their seats during changeovers without waiting. A year later, the tournament was expanded to 15 days. The week before the singles draw is now marketed as ‘Fan Week’, showcasing the revamped mixed doubles competition and exhibition matches between players past and present. Tournament chief executive Craig Tiley hopes it will become “the tennis Disneyland”.
Asked about influencers being accredited at a pre-tournament news conference, Tiley said: “We need to find ways of reaching new audiences, reaching people in a way that they connect with media today. The creation of the creator credential has been a key part of that because it’s enabled us to talk to people in a way that they’re listening. That’s been a big focus.”
Since the incident in Osaka’s first match, screens around the grounds have displayed more messages reminding people to “refrain from any activity that could disrupt the game, including noise levels, flash photography and ring lights”.
The USTA said in a statement that it “is always striving to grow tennis in this country and bring new audiences into the sport”. “We want all of our fans and guests to have an incredible time when they attend, but we also need to ensure they do not interfere with the action and competition on the court,” it added. “We are continually looking for ways to ensure fans in the stands know what is permitted and what is prohibited.”