Lights, cameras, disruption: Irksome influencers are here to stay at the US Open

At this year’s US Open, the most disruptive presence in the stands was not the weather or the courts. It was the glow of ring lights, the timing of selfies and the noise made by influencers during play.

The tournament accredited about 100 social media personalities, but their presence quickly became contentious. During Naomi Osaka’s first-round match against Anastasia Zakharova, a chair umpire reprimanded influencers who staged a photo shoot while Osaka was serving. Another user posted photographs from inside Arthur Ashe Stadium while Madison Keys was playing a point against Alina Korneeva.

Videos shared online showed people moving through the stands during points and taking group photographs without regard for spectators trying to watch the matches. Players have not objected to influencers as such, but they have called for respect for the players and the game.

Leslie Koroma, chief executive of Africa Sports Ventures Group, described influencers as a relatively new and cost-effective marketing tool for major sporting events. He also acknowledged the frustration of fans accustomed to informed journalists covering tennis. “But this isn’t going away any time soon; we’re living in a digital, tech age, and this trend will continue,” Koroma said. Many influencers have millions of followers on TikTok, Instagram and other platforms, making them increasingly attractive to sports organizers and brands.

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But this isn’t going away any time soon; we’re living in a digital, tech age, and this trend will continue.