Naomi Osaka, a prominent figure in professional tennis and a four-time Grand Slam champion, has voiced her concerns regarding the behavior of influencers at the US Open. During her first-round match at Arthur Ashe Stadium, Osaka experienced a disruption caused by content creators conducting a photoshoot with portable lights from luxury suites. This incident has sparked a broader conversation about the role of influencers in one of the sport's most prestigious tournaments.
Osaka urged influencers to show respect for the game by familiarizing themselves with tennis etiquette. "I think obviously, if you come to a sporting event, you have to respect the sport," she stated, emphasizing the need for attendees to understand the rules and decorum expected at such events. The chair umpire had to intervene during her match, asking the influencers to take their seats and refrain from distracting players. "Guys, please, in the suite behind me, please thank you guys, please take your seat," the umpire announced, highlighting the need for order during competitive play.
Despite the disruption, Osaka managed to advance past her opponent, Anastasia Zakharova. Following the match, she reflected on the incident, suggesting that while influencers can help popularize tennis among their audiences, they must do so with an understanding of the sport's traditions. "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," she added, particularly in the context of early-round matches.
The US Open has seen a significant influx of influencers this year, with around 100 granted accreditation, including approximately 20 focused solely on food and beverage content. This includes showcasing unique offerings such as caviar-topped chicken nuggets and the popular 'Honey Deuce' cocktail. However, the presence of these influencers has not been without controversy. Another incident occurred during Madison Keys' match against Alina Korneeva, where an influencer was seen taking photos mid-point, further intensifying the debate about the appropriateness of such behavior during matches.
Madison Keys, who reached the finals in 2017, acknowledged the mixed feelings surrounding influencers at the tournament. "I can appreciate the influencers coming and kind of showcasing the U.S. Open experience. But I do think that 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. It seems like a bit disrespectful," she remarked.
While the US Open grapples with these challenges, the tournament has also enjoyed surging attendance, which can be attributed in part to the increased visibility brought by influencers. The event has expanded its main draw to span 15 days, and the mixed doubles competition has been introduced as a standalone event to attract top singles players.
Influencers are not limited to the US Open; the ATP tour has also embraced social media, expanding its partnership with TikTok and witnessing a notable increase in posts under the hashtag #tennis. Daniil Medvedev, the 2021 US Open champion, commented on the situation, stating, "The more we try to raise awareness about tennis, the better it is, the more popular the sport is. For sure, if it disturbs during the play, like if you see the light or something, well, you always say to the referee, can be sometimes challenging, like if during the point this happens."
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