100 Influencers at the US Open: Debate over Tennis Etiquette Heats Up
The 2026 US Open opened its gates to 100 social‑media influencers, doubling the accreditation number from last year. The move, part of a broader strategy to become “the tennis Disneyland”, invited a new and diverse audience to the sport but also sparked concerns over on‑court etiquette.
World Number Four Coco Gauff welcomed the initiative but stressed the importance of “proper” conduct: “If you’re on a red carpet you wouldn’t show up in jeans – we need to follow the sport’s etiquette.”
“I do think it’s good to bring a new demographic to the sport, but if you’re invited to a red carpet, you wouldn’t show up in jeans,” Gauff said.
During Naomi Osaka’s first‑round match on Arthur Ashe Stadium, a group of creators performed a photo shoot in the hospitality suite, lighting the room with a portable ring light and filming as she served. The umpire reprimanded the group and later told the audience to remain quiet, saying it was the most intense quiet‑request he’d given.
“Today the umpire told everyone to be quiet more than I’ve ever heard an umpire tell a crowd to be quiet,” Osaka explained.
The incident prompted the USTA to display reminders across court screens: “Refrain from activities that could disrupt the game – such as noise, flash photography or ring lights.”
Jessica Pegula echoed Osaka’s frustration, tweeting that creators sometimes “interrupt matches” and that the line between promotion and disruption is thin. She praised the exposure for the sport but called for tighter controls.
US Congressional policy has evolved: in 2024 the USTA introduced free fan movement and 2025 expanded the event to 15 days, including a “Fan Week.” Chief executive Craig Tiley said the policy “helps us reach new audiences” but also must preserve the integrity of the game.
Overall, players like Daniil Medvedev and Frances Tiafoe see the initiative as open‑minded and argue the benefits outweigh the downsides, but the debate over etiquette continues as the tournament balances tradition with modern marketing.
