The rapid influx of content influencers at the 2026 US Open has sparked controversy, leading many tennis players, fans and officials to criticize organizers’ management of the event. The US Open authorities gave influencers unprecedented access to boost the appeal of the Grand Slam among younger audiences. While this strategy has been largely successful in boosting participation, elite players, including Naomi Osaka, have expressed frustration with the disruptions.
Attendance at the tournament soared, prompting organizers to expand the main draw to 15 days. Under the new schedule, the mixed doubles competition was moved to a stand-alone event the week before the start of the singles main draw.
The effort is in line with a broader campaign by the ATP Tour to increase social media exposure. Earlier this year, the ATP expanded its partnership with TikTok, later reporting a 25% increase in posts under the hashtag #tennis throughout 2025.
A group of influencers have been labeled “disgusted” for boycotting a US Open match to film an Instagram video.
“Okay guys we’re back, did you miss us?”
The group of influencers were later called out by the referee for causing a “disturbance” and were told to stop. pic.twitter.com/bzHLkUz2st
– Oli London (@OliLondonTV) September 2, 2026
However, critics argue that many influencers fail to respect the traditions of the sport, with their antics interfering with live play. Osaka stressed the need for attendees to adhere to standard tennis etiquette.
“Obviously if you come to a sporting event, you have to respect the sport,” Osaka said. “I feel like it could be good for people to make tennis popular with their specific audience, but I think it needs to be managed a lot better, especially in a situation like my first-round match,” she said.
Osaka noted that she and her opponent were distracted by the noise from the influencer’s wings during play:
“I usually just focus on the match and the court, but there was a moment when people were screaming, and you could hear it very clearly,” Osaka added. “I think that upset my opponent as well.”
Naomi Osaka spoke about the presence of influencers at the US Open:
“If you come to a sporting event, you have to respect it. It’s basic courtesy to inform yourself about the sport and its etiquette.”
“It’s great that they bring in new audiences, but it needs to be managed much better.
– Tennis Time (@Tiempodetenis1) September 3, 2026
Jessica Pegula, 2024 US Open runner-up, agreed that some creators push the boundaries while creating content:
“I can appreciate the influencers coming in and showcasing the US Open experience,” Pegula said. “But I think it’s hard when you see videos of them taking pictures and using selfie lights. People are out there trying to perform, and it’s their career and their job. It seems a little disrespectful. I think it’s gotten a little out of control.”
Former US Open champion Daniil Medvedev has echoed these concerns, noting that while more exposure is welcome, it should not come at the expense of player concentration and the integrity of the match.
“The more we try to raise awareness about tennis, the better it will be, and the more popular this sport will become,” Medvedev said.
“Sure, if it’s annoying during the play, like seeing a light or something like that, well, you always tell the referee. It can be difficult sometimes if it happens during the point.”
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