The U.S. Open has come under fire for what many see as a growing influencer problem, with organisers criticised for granting access to individuals unfamiliar with the sportโs rules, discipline, and decorum.
The US Open has come under fire for what was seen as a major influencer problem, with the organisers drawing criticism for granting access to individuals unfamiliar with the sportโs rules, discipline, and decorum.
The stage at the USTA Billie Jean King National Tennis Centre in Flushing Meadows-Corona Park, Queens, has already produced major shocks, from Jannik Sinnerโs withdrawal to Novak Djokovicโs firstโround exit, making this yearโs tournament one of the most surprising in recent memory.
But one aspect where all the tennis fans have collectively raised their voice against is the rising influencer involvement. The organisersโ push to modernise the US Open by amplifying social media visibility has sparked backlash from traditional admirers of the sport, who argue that it undermines tennisโ longโstanding etiquette and decorum.
The influencer fever is getting out of hand
In the past two years, the United States Tennis Association expanded its credential program to influencers and digital media creators, with close to a hundred influencer passes being issued this year, almost double the number they issued in 2025 (54).
The USTA intended to broaden the game’s reach beyond its traditional base, tap into younger audiences and create content to amplify the tournament’s global reach.
Notably, the creators have helped generate millions of additional engagements across social media platforms to expand their visibility, and the organisers’ commercial strategy was effective.
More from Tennis NewsThe backlash, however, has been swift and sharp. Tennis is a sport rooted deeply in etiquette and unwritten rules, which include silence during plays, respect for players in action and minimal distraction in the stands. Influencers have shown a lack of basic etiquette, distracting players with ring lights, flash photography, and reels filmed in the stands — creating movement and disruptions that can compromise a playerโs focus.
The chair umpires have often been forced to halt play, and players have also expressed frustration over their actions.
Players have also raised complaints!
Elite tennis players such as Naomi Osaka were visibly unsettled during her first-round match after some influencer activity impacted her momentum. She went on to express that new audiences are certainly welcome, but the creators and influencers need to ‘respect the sport’ and learn the etiquette.
World No. 3 Jessica Pegula also warned that the influencer antics at Grand Slam events risk crossing the line of respect and turning the atmosphere into what some fans depicted as a ‘zoo.’
Aryna Sabalenka faced an unusual disruption during her US Open third-round match on Friday, when she stopped play to alert the umpire about a strong smell of cannabis coming onto the Louis Armstrong Stadium court. The Belarusian was 3-0 ahead of Uzbekistan’s Kamilia Rakhimova during her second game when she pointed out the smell before play resumed.
Tennis’ unwritten rules have been the heart of the game’s identity. Unlike games like cricket and hockey, this racquet sport demands concentration, which can only be achieved with silence. Traditional fans may feel alienated, while players have already raised concerns over distraction.
While the involvement of influencer culture may help bring more fresh eyes to the sport, those receiving special credentials for the Grand Slam tournaments need to undergo a crash course in the game’s rules and regulations and help maintain decorum and not dilute the Grand’s Slam’s prestige.