The US Open has become a focal point for discussions about the intersection of sports and social media, particularly concerning the behavior of influencers at the event. Recently, brands have begun to address the backlash stemming from incidents during Naomi Osaka's first-round match against Anastasia Zakharova. During this match, influencers in a suite reportedly disrupted play by using bright ring lights and filming during crucial points, prompting chair umpire Kader Nouni to intervene.
In light of these events, some brands have taken proactive measures. Reports indicate that one brand has circulated etiquette guidelines to influencers it invited, aiming to mitigate further disruptions. Jessica Schiffer, a journalist covering the incident, noted that brands are increasingly concerned about their involvement in the influencer discourse, leading them to outline proper tennis etiquette for their guests.
Osaka, who has been vocal about the need for respect in sports, expressed her concerns after her match. She emphasized that while influencers can play a role in popularizing tennis among new audiences, their presence must be managed better, especially in high-stakes matches. "If you come to a sporting event, you have to respect the sport," Osaka stated, highlighting the importance of maintaining the integrity of the game.
Fellow tennis star Coco Gauff echoed these sentiments, providing specific examples of disruptive behavior that should be curtailed. Gauff called for a ban on flash photography and urged guests to avoid loud conversations and distractions during play. She suggested that brands should take responsibility for educating their guests about proper conduct at tennis matches, especially for those attending their first event.
The issue of influencers at the US Open is complex, as not all influencers present were part of the United States Tennis Association's (USTA) official creator program. This program, which began in 2025, aimed to engage audiences that traditional media often overlooks. By 2026, the USTA had approved nearly 100 creator credentials, significantly increasing from the 54 granted in its inaugural year. These creators come from various backgrounds, including fashion, food, and lifestyle, and their content has generated millions of social media engagements.
Despite the positive impact of influencers in broadening the sport's appeal, some creators have acknowledged that certain behaviors crossed the line. Justin Morelli, a creator credentialed by the US Open, noted the rapid growth of influencer culture in sports and admitted that while many influencers aim to attract casual fans, distractions during matches can undermine that goal. He argued that the backlash against influencers should not overshadow the contributions of those who respect the game.
Alyssa La Spisa, another influencer present at the tournament, supported Morelli's view, stating that while some individuals may have acted inappropriately, it is unfair to generalize the entire influencer community based on a few incidents. She emphasized that many influencers at the US Open were not part of the USTA's program, underscoring the need for a nuanced understanding of the situation.
As the US Open continues, the balance between maintaining the sport's traditions and embracing the creator economy remains a critical conversation. With brands now taking steps to ensure proper etiquette among influencers, it will be interesting to see how these changes impact the atmosphere at one of tennis's most prestigious events.
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