Influencers and content creators test boundaries of tennis etiquette at U.S. Open

The 2025 U.S. Open tennis tournament has witnessed a surge of influencers and content creators in the stands, seeking to capture attention away from the on-court action. Around 100 professionals were granted credentials, with 20 focusing on food and beverage coverage, a prime target for viral attention. Thousands of amateur social media enthusiasts also made their way to the event, drawn by the promise of unique experiences like caviar-topped chicken nuggets and the famed Honey Deuce cocktail.

This influx of influencers has tested the boundaries of tennis etiquette, leading to some unwelcome disruptions. A chair umpire had to intervene when a group of patrons began staging a disruptive photo shoot during Naomi Osaka's first-round match against Anastasia Zakharova. Osaka, the two-time U.S. Open champion, expressed her disapproval, emphasizing the need for respect during sporting events.

Similarly, another influencer caused a stir by posing inside Arthur Ashe Stadium while Madison Keys was in the middle of a point, breaching basic tennis etiquette.

Despite these challenges, the influx of influencers is seen as a positive trend, reflecting the growing popularity of tennis. The tournament's organizers expanded the main draw action to 15 days due to surging attendance, and the men's ATP tour recently partnered with TikTok, citing a significant increase in tennis-related posts. Daniil Medvedev, the 2021 champion, sees the trend as beneficial for raising awareness and popularity of the sport. However, he acknowledges the challenges it poses during matches.