Queens, New York - August 20, 2024: As the U.S. Open unfolds, excitement fills the air as ticket holders line up at the entrance, eager for a day of world-class tennis. However, this year's tournament has sparked a significant conversation about etiquette and the evolving role of influencers in the sport.
During a first-round match featuring Naomi Osaka, chair umpire Kader Nouni had to pause the game to address a group in a hospitality suite who were moving around and taking photos with ring lights while Osaka prepared to serve. This incident, which drew attention to the behavior of spectators at Arthur Ashe Stadium, highlights a growing tension between traditional tennis decorum and the new wave of social media engagement.
The U.S. Tennis Association (USTA) has embraced the influencer phenomenon, having first credentialed content creators as media in 2025, with 54 influencers approved that year. Fast forward to the current tournament, and the number has nearly doubled, with close to 100 influencers receiving credentials prior to the qualifying week. Additionally, the USTA is compensating around two dozen creators to produce content throughout the three-week event. This initiative has proven lucrative, with last year's cohort generating over 5.5 million social media engagements, indicating a strong commercial rationale behind this strategy.
The U.S. Open has seen a notable increase in attendance, drawing 1.14 million fans in 2025, marking a 9% rise from the previous year. Ticket prices have also surged, with averages reaching $296 on the first day of main-draw play, a nearly 20% increase from the prior year. The tournament has transformed into a hotspot for fashion, finance, and Hollywood, with influencers playing a pivotal role in documenting the event.
Responses from players regarding the influx of influencers have varied. Aryna Sabalenka, the world No. 1, expressed her support for the attention influencers bring, stating that it increases visibility for the sport. Daniil Medvedev, a former U.S. Open champion, echoed this sentiment, suggesting that the positives of influencer engagement outweigh the negatives. However, Jessica Pegula, the American world No. 3, offered a more nuanced perspective. While she acknowledged the role of influencers in promoting the sport, she criticized the disruptive behavior associated with ring-light usage during matches, calling it "a bit disrespectful."
Former players have voiced concerns as well, primarily focusing on the economic implications of the influencer trend. Patrick McEnroe emphasized that true tennis fans might be getting priced out of the tournament, while Genie Bouchard expressed mixed feelings about influencers taking seats that could otherwise be filled by dedicated fans.
Importantly, the individuals causing disruptions during matches were not credentialed creators but rather guests in hospitality suites. This distinction raises questions about accountability and decorum at the tournament. The USTA has stated that they remind ticket holders to avoid actions that disrupt play and allow chair umpires to address crowd behavior. However, they have yet to consider banning disruptive equipment like ring lights.
The ongoing dialogue surrounding etiquette in tennis is not unique to the U.S. Open. Other sports are grappling with similar issues as they engage younger audiences. The ATP's partnership with TikTok and the WTA's creator program reflect a broader trend of sports organizations seeking to connect with Gen Z and millennial fans through influencer collaborations. The challenge remains: how to balance reach and engagement with maintaining the integrity of the sport.
The USTA's decision to double influencer credentials this year highlights the need for better onboarding and understanding of tennis etiquette among new participants. As the tournament continues, it remains to be seen how these dynamics will evolve and what impact they will have on the future of tennis.
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