Lights. Camera. Quiet please…
The US Open has always been a showcase of tennis etiquette, from apologising for a hit off a net cord to the ritual handshake after a match. But this year the stakes are higher after the tournament accredited 100 influencers, a dramatic jump from last year’s 50.
Influencers are the new audience. The USTA’s policy, launched in 2024, lets fans move freely during change‑overs and has extended the tournament to 15 days, including a new “Fan Week” with mixed‑doubles and exhibition matches. The goal—according to chief executive Craig Tiley—is to get people who “relate to media today” into the sport.
The clash began on Tuesday, during Naomi Osaka’s first‑round match at Arthur Ashe Stadium. A group of content creators used a portable ring light inside the hospitality suite while Osaka served. The chair umpire had to repeatedly ask the crowd to be quiet, and Osaka later said the battering noise “bothered my opponent” as well.
“I think it’s great to have a new demographic and grow the sport,” “world no. 4” Coco Gauff told reporters. “But on a red carpet you wouldn’t show up in jeans – it’s all about etiquette.”
Jessica Pegula echoed Gauff’s concerns, calling the behaviour “disrespectful” because the crowd “interrupted matches.” She added that the influence of such videos “has become a little too much this year.”
Daniil Medvedev, a former skeptic of New York’s turnout, said the crowd’s energy was a “good thing” and that the USTA’s marketing has a lot more upside than downside.
The USTA responded with a statement on the official site, reminding visitors that “refrain from any activity that could disrupt the game, including noise, flash photography and ring lights.” The organisation added that “fans in the stands also need to know what is permitted and what is prohibited.”
In the end, the tournament’s expansion and influencer integration are a double‑edged sword. The players and organisers hope the influx of new audiences will boost tennis’s popularity—while maintaining the etiquette that keeps the sport respectable and focused on competition.
