The presence of around 100 influencers and content creators at the US Open 2026, which is double last year's number, has sparked discussions about etiquette in tennis. Fans are reminded of the unwritten rules that govern the sport, including respecting players during matches.
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World number four Coco Gauff commented on the situation, stating, "I definitely think it's cool to have a new demographic and I definitely think it helps grow the sport. But if you're being invited to a red carpet, you wouldn't show up in jeans. I think it's just follow the etiquette of the sport."
During Naomi Osaka's first-round match on Arthur Ashe Stadium, some influencers conducted a photoshoot in their hospitality suite, disrupting play. This prompted a reprimand from the umpire as they began using a portable ring light while Osaka served. Osaka noted, "Today the umpire told everyone to be quiet more than I've ever heard an umpire tell a crowd to be quiet. I think it bothered my opponent, too."
A viral video from Osaka’s match showed a group speaking loudly while filming themselves, leading to further disruption. Osaka expressed the need for spectators to respect the sport, saying, "I feel like it's common courtesy to read up on the sport, especially the etiquette. It could be a good thing for people to make the sport of tennis popular to their specific audience, but it has to be managed better."
Some players have differing views on the crowd noise. Daniil Medvedev, the men's seventh seed, emphasized the benefits of raising awareness about tennis. "The more we try to raise awareness about tennis, the better it is, the more popular the sport is," he said, trusting the USTA to manage the situation effectively.
Frances Tiafoe, the 11th seed, praised the diversity at the Open, appreciating the varied demographics of the fans.
Conversely, Jessica Pegula, the American world number three, described some behavior as "disrespectful," particularly when influencers used selfie lights while matches were ongoing. She acknowledged the positives but indicated a need for balance, stating, "It seems a bit disrespectful. I think it's become a little too much this year."
In response to the influx of influencers and resulting disruptions, the USTA has increased messaging around the venue, asking attendees to refrain from any activities that could disrupt matches. They reiterated their commitment to growing tennis while ensuring a respectful environment for players and spectators alike.