PROGRESS VS TRADITION: The test of growing the game in the influencer age
The US Open’s influencer debate has highlighted the opportunities and challenges facing modern sport as it seeks to grow new audiences while preserving the integrity of the game.
The US Open concluded on September 13, 2023, with Elena Rybakina and Alexander Zverev crowned champions. However, the tournament has reignited debates about influencers and social media's impact on modern sport. During the event, several videos went viral, showing spectators disrupting play with bright ring lights or recording themselves during matches.
The chair umpire intervened in one instance, asking fans to take their seats. In response, the tournament organizers increased signage to remind spectators to refrain from disruptive behavior. These incidents have sparked discussions among fans, journalists, and creators about the future of tennis and other sports in the age of social media.
Some view these incidents as isolated cases of poor behavior, while others argue they represent growing pains as sports organizations embrace influencers to attract new audiences. Naomi Osaka, one of the tournament's champions, believes influencers can help popularize the sport but stresses the need for better management and adherence to rules and etiquette.
Social media has transformed fan engagement, with 42% of social media users following sport and recreation topics in 2025. A significant portion of younger viewers consume sports content on platforms like YouTube, TikTok, and X. Content creators play a crucial role in shaping the sport's image for younger demographics, bridging the gap between traditional and digital experiences.
However, maintaining the integrity of live sporting events remains a challenge. Tennis, for example, expects spectators to remain silent during play and to refrain from movement near sight screens. In contrast, other sports like golf and cricket have stricter rules regarding cell phone use and movement during matches.
As sports organizations continue to integrate influencers into their marketing strategies, finding the right balance between growth and preserving the traditional aspects of the game will be essential.
Written by urgent.news from Daily Maverick's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
