Influencers are infiltrating this year's US Open. It's not stopping tennis lovers.
In this Saturday edition of Business Insider Today, we're talking about what makes the 2026 US Open different from years past.
The US Open has always been more than just tennis. Over the course of two weeks, it transforms into a vibrant festival in one of New York's finest neighborhoods. This year's tournament, running until September 13, is set to continue this tradition, even with recent turmoil at the premium suites of Arthur Ashe Stadium. Influencers, some reportedly earning six figures for their coverage, have joined the event, turning it into a high-stakes spectacle for many.
On Monday, some influencers were seen within a suite, using ring lights to capture content, which briefly disrupted the match between Naomi Osaka and Anastasia Zakharova. In response, a sign was placed on the grounds advising attendees to avoid flash photography and other lighting. US Open spokesperson Brendan McIntyre expressed excitement about the influx of "new fans" but emphasized the importance of not interfering with the game.
Despite these interruptions, the tournament's popularity has not waned; BI attended the event to explore its offerings beyond the matches. From retail stores to the Heineken suite where Serena Williams' iconic 2022 outfit is displayed, and sampling the $38 sandwich that's capturing attention, the experience is diverse. The atmosphere continues to build throughout the week, promising more excitement in Queens.
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