The U.S. Open, renowned for its blend of sports, fashion, and celebrity culture, is currently facing new challenges with the increasing presence of content creators at the event. This year, the tournament has welcomed nearly 100 influencers, a significant rise from the 54 who were credentialed in 2025. This shift reflects a broader trend in sports where brands aim to connect with audiences through non-traditional media channels.
As the U.S. Open embraces this new wave of influencers, it has become evident that these content creators often require guidance on the established etiquette of tennis. The importance of maintaining decorum during matches was highlighted during a recent incident involving Naomi Osaka's first-round match against Anastasia Zakharova. Chair umpire Kader Nouni had to pause the match to address a group in a hospitality suite who were taking photos and making noise while Osaka was preparing to serve. "Guys, please, in the suite behind me ... please take your seat," Nouni requested, emphasizing the need for respect during play.
The USTA's decision to issue credentials to a larger number of creators is part of a strategic effort to reach diverse audiences. Jeanmarie Daly, the USTA's media operations director, explained that the goal is to connect with a broad spectrum of fans, recognizing that traditional media and social media creators engage with audiences in different ways. Last year's cohort of creators generated over 5.5 million social media engagements, showcasing the potential impact of this approach.
However, the influx of influencers has sparked discussions about the balance between entertainment and the integrity of the sport. Observers have noted a shift in the atmosphere at the U.S. Open, with some feeling that the lively environment has begun to encroach on the seriousness of the matches. One attendee remarked on the increased noise levels, which even triggered noise alerts on personal devices, indicating a growing concern about the disruption caused by the party-like atmosphere.
This evolving dynamic poses a challenge for event organizers who must educate new audiences about the norms of tennis etiquette. While the U.S. Open aims to attract a younger demographic through influencer partnerships, it also faces the responsibility of ensuring that these new attendees understand the expected behavior during matches. Brendan McIntyre, a spokesperson for the U.S. Open, confirmed that the individuals involved in the recent incident were not credentialed content creators, suggesting that the issue may extend beyond those officially representing the tournament.
Industry experts recognize that while many creators may lack familiarity with the formalities of tennis, it is crucial for brands and agencies to prepare them adequately. Kyle Hjelmeseth, CEO of G&B, a talent agency for creators, noted that not all influencers are aware of the societal or institutional rules governing such events. He emphasized the importance of brands ensuring that all participants understand the expected level of decorum when representing their campaigns.
As the U.S. Open continues to adapt to the changing landscape of sports media, the challenge remains to maintain the integrity of the tournament while embracing new forms of engagement. The balance between spectacle and sport is delicate, and the organizers must navigate this terrain carefully to preserve the essence of the U.S. Open amidst the excitement of influencer culture.
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