NEW YORK (AP) — Naomi Osaka, known for her focus on the court, faced an unusual challenge during her first-round match at the U.S. Open. Typically able to tune out distractions, Osaka noted that the crowd's noise was particularly disruptive this time. "There was a moment where there was people shouting and stuff," she remarked. "You could hear it quite clearly." The source of this disturbance? A group of influencers and content creators who have gained unprecedented access to the tournament this year.
The number of credentialed content creators at the U.S. Open has seen a significant increase, doubling from the previous year. This surge has sparked a lively discussion about the intersection of influencer culture and traditional tennis etiquette, particularly at a prestigious event like the U.S. Open. Chair umpire Kader Nouni had to reprimand influencers in a suite for recording videos during play, while another incident involved the use of a bright ring light for photos, which further contributed to the noise level.
In her subsequent match, Osaka experienced similar disruptions, prompting chair umpire Marijana Veljovic to remind fans multiple times to maintain silence during play. "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,” Osaka commented after advancing to the third round. She acknowledged the potential benefits of influencer engagement but emphasized the need for everyone involved to understand the rules and etiquette of the sport.
The U.S. Tennis Association began inviting influencers to the tournament last year, aiming to attract new audiences and promote the growth of tennis. Brendan McIntyre, a spokesperson for the association, highlighted the importance of reaching diverse demographics to enhance the sport's visibility and appeal. However, the influx of influencers has led to some crowd-related issues, as players like Katerina Siniakova pointed out that fans often underestimate how much noise travels in a large stadium.
Arthur Ashe Stadium, the centerpiece of the U.S. Open, has become a vibrant hub for fans, often seen enjoying the famous Honey Deuce cocktail and taking photos during matches. Coco Gauff, the 2023 U.S. Open champion, suggested that brands inviting influencers should consider providing etiquette guidelines. "Sometimes it’s their first tennis match; they don’t know. They probably have been to basketball games before," she said, emphasizing the need for awareness of the sport's decorum.
Madison Appel, a college tennis player and influencer, addressed the criticisms on social media, offering her own tips for appropriate behavior at matches. She stressed that the core issue lies not with the influencers themselves but with a general lack of understanding regarding tennis etiquette. Appel advised that fans should only move around and take photos during breaks in play, ensuring they remain seated and quiet when players are serving.
As the tournament progresses, video screens have begun displaying reminders to refrain from using flash photography and other lighting. While Osaka finds the noise more distracting than the lights, Gauff expressed concern about the impact of flash photography on players' concentration. Players have mixed feelings about the presence of influencers; Daniil Medvedev, currently ranked eighth in men’s singles, acknowledged the potential for increased popularity but noted the challenges posed by distractions during play.
Frances Tiafoe welcomed the influx of fans, emphasizing the importance of making tennis accessible to a broader audience. Jessica Pegula, however, raised concerns about the balance between promoting the sport and maintaining respect for the players and the game itself. "It seems like a bit disrespectful," Pegula said, reflecting on the challenges posed by influencers during matches. "It’s tough when you see videos like that when they’re taking pictures and using the selfie lights. People are down there trying to perform, and it’s their career and their job."
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