Around 100 influencers and content creators have been granted accreditation for the US Open in New York, double the number from last year, and their presence has sparked debate over how to attract a new audience while respecting the game’s etiquette. Arthur Ashe Stadium, the tournament’s main arena, has a capacity above 23,000.
Tennis has many unwritten rules, from apologising after winning a point off a net cord to honesty over line calls, double bounces and double-hits. Spectators are also expected to avoid disturbing players during points.
Calls for respect on court
Coco Gauff, the world number four, said she welcomed the new audience but felt guests should dress for the occasion.
“I definitely think it’s cool to have a new demographic and I definitely think it helps grow the sport,” Gauff said. “But if you’re being invited to a red carpet, you wouldn’t show up in jeans.
“I think it’s just follow the etiquette of the sport. That’s all.”
The disruption came during the first-round match of Naomi Osaka, the two-time champion, on Arthur Ashe Stadium. One group held a photo shoot in their hospitality suite while play was under way and turned on a portable ring light as Osaka served. The umpire reprimanded them.
When Osaka returned on Thursday, the umpire had to remind the crowd several times to be quiet.
“Today the umpire told everyone to be quiet more than I’ve ever heard an umpire tell a crowd to be quiet,” Osaka said. “I tell people I normally just focus on the match and the court, but there was a moment where there was people shouting and you could hear it quite clearly.”
A video of the group filming themselves, speaking loudly during Osaka’s first-round match on Tuesday, has gone viral. In it, the chair umpire can be seen calling for them to stop.
“I think obviously if you come to a sporting event, you have to respect the sport,” Osaka said. “I feel like it’s common courtesy to read up on the sport, especially the etiquette.
“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 my first-round match.
“Overall, I think there are huge positives. You want people to continue to grow the sport. I just think it has to be in a way that everyone knows the rules and the etiquette.”
Mixed views on the new crowd
Arthur Ashe is the biggest tennis stadium in the world, and its matches are often accompanied by a buzz of conversation around the arena. Daniil Medvedev, the men’s seventh seed, has had a difficult relationship with New York crowds in the past. He believes anything that draws more attention to tennis is a good thing.
“I think the more we try to raise awareness about tennis, the better it is, the more popular the sport is,” the Russian said. “The more the sport grows, the better it is. I trust USTA [the United States Tennis Association, the tournament organisers] with what they are doing.
“I think [there is] a lot more upside than downside, so go for it.”
Frances Tiafoe, the American 11th seed, praised the diversity of the New York crowd.
“I think the Open is great because you get all types of people that want to come and watch tennis,” he said. “All different walks of life, different types of people, different type of occupations. Personally, I love that.
“I have no problem with anybody doing anything, coming to watch the tennis.”
Jessica Pegula, the American world number three, took a different view, describing some of the behaviour as “disrespectful”.
“I can appreciate the influencers coming and showcasing the US Open experience,” Pegula said. “But I do think that it’s tough when you see videos when they’re taking pictures and using the selfie lights.
“People are down there trying to perform. It’s their career and their job. It seems a bit disrespectful. I think it’s become a little too much this year.
“I can appreciate one side of it, but I think when you have the other side literally interrupting matches, it gets a little tough.”
A bigger, more fan-friendly Open
The US Open introduced a policy of free fan movement in 2024, so spectators no longer have to wait to take their seats during changeovers. A year later, the tournament was expanded to 15 days. The week before the singles draw is now marketed as ‘Fan Week’, showcasing the revamped mixed doubles competition and exhibition matches between past and present players.
Tournament chief executive Craig Tiley hopes the event will become “the tennis Disneyland”. Asked about influencers being accredited at a pre-tournament news conference, he said: “We need to find ways of reaching new audiences, reaching people in a way that they connect with media today.
“The creation of the creator credential has been a key part of that because it’s enabled us to talk to people in a way that they’re listening. That’s been a big focus.”
Reminders around the grounds
Since the incident during Osaka’s first match, screens around the grounds have increasingly reminded spectators to “refrain from any activity that could disrupt the game, including noise levels, flash photography and ring lights”.
The USTA said in a statement that it “is always striving to grow tennis in this country and bring new audiences into the sport”.
“We want all of our fans and guests to have an incredible time when they attend, but we also need to ensure they do not interfere with the action and competition on the court,” it added. “We are continually looking for ways to ensure fans in the stands know what is permitted and what is prohibited.”