NEW YORK — The growing presence of social media influencers at the US Open has sparked debate over how tennis can attract new audiences without disrupting players or undermining the traditions of the sport.
Around 100 influencers and content creators have received accreditation for this year’s tournament in New York, approximately double the number from last year.
Tournament organizers say the move is part of an effort to expand tennis beyond its traditional audience and reach younger fans who increasingly consume sports through social media platforms.
Several leading players have welcomed the idea in principle, but incidents involving noise, filming and bright lights during matches have raised concerns about whether some creators fully understand the etiquette expected inside a tennis stadium.
World No. 4 Coco Gauff said bringing a new demographic into tennis could help grow the sport, but added that invited guests should respect its customs and expectations.
The debate intensified during Naomi Osaka’s first-round match at Arthur Ashe Stadium when a group in a hospitality suite reportedly conducted a photo shoot while play was underway.
A portable ring light was switched on while Osaka was serving, prompting the chair umpire to intervene.
During Osaka’s subsequent match, the umpire repeatedly reminded spectators to remain quiet during points.
Osaka later said there were moments when shouting from the crowd was clearly audible and appeared to distract both her and her opponent.
A video circulating widely online also showed spectators speaking loudly and filming themselves during Osaka’s earlier match, leading to further criticism.
Osaka said she supports efforts to introduce tennis to new audiences but believes people attending matches should familiarize themselves with basic tennis etiquette, particularly the importance of avoiding disruptions during play.
She said content creators can have a positive influence by introducing tennis to their followers, but organizers need to manage their participation more carefully.
Other players have taken a more relaxed view.
Daniil Medvedev, the men’s seventh seed, said anything that attracts greater attention to tennis can ultimately benefit the sport. He said increased visibility and popularity generally create more opportunities for players and tournaments.
American star Frances Tiafoe also welcomed the diversity of the US Open crowd, saying the tournament’s appeal comes partly from attracting people from different backgrounds and professions.
Jessica Pegula, however, said certain incidents involving influencers had crossed the line.
She acknowledged the value of creators showcasing the US Open experience but said using selfie lights, taking photographs and creating content while players are trying to compete can become disrespectful.
Pegula said the atmosphere appeared to have become “a little too much” this year when content creation began directly interfering with matches.
The US Open has made several changes in recent years aimed at creating a more relaxed and accessible fan experience.
Since 2024, spectators have been allowed greater freedom to move to and from their seats rather than being required to wait exclusively for changeovers.
The tournament has also expanded its schedule and promoted the week before the main singles competition as “Fan Week,” featuring mixed doubles, exhibitions and entertainment designed to appeal to a broader audience.
Tournament officials have said they want the US Open to become an experience comparable to a major entertainment destination rather than simply a traditional tennis competition.
Providing special credentials to content creators forms part of that strategy.
Organizers argue that influencers can communicate with audiences who may not regularly watch tennis through television or traditional sports media.
Following the incidents during Osaka’s match, however, officials increased reminders throughout the grounds telling spectators to avoid activities that could interfere with play, including excessive noise, flash photography and the use of ring lights.
The United States Tennis Association said it remains committed to attracting new audiences while ensuring that spectators and invited guests do not disrupt competition.
The organization said it continues to review ways of making clear what behaviour is permitted and what is prohibited inside the tournament grounds.
The controversy reflects a broader challenge facing many professional sports.
Social media creators can introduce events to millions of potential new fans and generate attention far beyond conventional media coverage, but their presence can also clash with longstanding sporting traditions.
Tennis presents a particularly sensitive case because players often compete in relative silence, with spectators traditionally expected to avoid loud conversations, movement and distractions during points.
For players such as Gauff, Osaka and Pegula, the message appears straightforward: influencers are welcome, but the sport itself must remain the priority.
As tennis increasingly embraces social media and entertainment culture, the US Open may now have to find a clearer balance between creating viral moments in the stands and protecting concentration on the court.