What we’ve learned from the creator snafus at this year’s US Open
Everyone's hating on creators at the US Open, but they're here to stay in the tennis world, just perhaps with some adjustments.
The 2026 U.S. Open, held at New York-based stadiums, drew massive crowds and record viewership, with ESPN's coverage increasing by 13% year-over-year. However, the event also shed light on the role of creators in sports events. The USTA invited approximately 100 credentialed creators, nearly double the number from the previous year, providing a structured program where creators received credentials alongside brands. This initiative reportedly generated over 5.5 million social engagements last year.
Despite these efforts, the program faced backlash. During Naomi Osaka's opening match on August 31, play was temporarily halted when several individuals in a hospitality suite snapped flash photos during the match. Another viral video showed a woman using a ring light to take pictures of herself mid-game. It was later revealed that these individuals were not USTA-credentialed, but the incident still drew criticism towards the creators.
The situation highlights the challenges and complexities that arise when integrating creators into major sporting events.
Written by urgent.news from Digiday's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
