Influencer boom at US Open tests the limits of tennis etiquette

At this year’s U.S. Open, smartphones and ring lights have become nearly as visible in the stands as tennis fans. Content creators are chasing viral moments, sometimes while matches are still underway.

Tournament organizers said around 100 creators received credentials, including 20 assigned solely to food and drink coverage. Caviar-topped chicken nuggets and the “Honey Deuce” cocktail have become part of the tournament’s online spectacle. Thousands of other social media users have paid for their own seats.

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Obviously if you come to a sporting event, you have to respect the sport.

The trend has already collided with basic tennis etiquette. During Naomi Osaka’s first-round win over Anastasia Zakharova, a chair umpire reprimanded spectators who staged a disruptive photo shoot while Osaka was serving. Another user posted photos inside Arthur Ashe Stadium while Madison Keys was playing a point against Alina Korneeva.

“Obviously if you come to a sporting event, you have to respect the sport,” Osaka said after her second-round victory over Katerina Siniakova. She acknowledged that creators could help tennis reach new audiences, but said the practice needed better management, particularly during first-round matches.

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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 first-round match.

Jessica Pegula also said she appreciated influencers showcasing the U.S. Open experience, but criticized videos showing people taking photos with selfie lights while players were competing. “People are down there trying to perform, and it’s their career and their job,” she said. “It seems like a bit disrespectful. I think it’s gotten a little maybe too much.”

The influx reflects the tournament’s growing popularity. Organizers expanded the main draw to 15 days, while the mixed doubles event became a standalone competition the week before singles play. The men’s ATP Tour also expanded its TikTok partnership after reporting a rise of more than 25% in posts using #tennis during 2025.

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People are down there trying to perform, and it's their career and their job. It seems like a bit disrespectful. I think it's gotten a little maybe too much.