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The United States Tennis Association granted credentials to around 100 content creators for the 2026 US Open, nearly doubling the 54 approved in 2025, according to organisers. A chair umpire interrupted Naomi Osaka’s first-round match against Anastasia Zakharova on Monday to instruct a hospitality suite to stop moving and using lights while the former champion prepared to serve. Reuters reported that the incident formed part of a wider discussion on how the tournament can expand its audience without compromising traditional spectator conduct, with similar disruptions noted during Madison Keys’ match against Alina Korneeva.
Osaka told reporters after her second-round victory that attendees at a sporting event must respect the sport. “I feel like it’s common courtesy to read up on the sport, especially the etiquette,” she said. “It could be a good thing for people to make the sport of tennis popular to their specific audience, but I think it has to be managed a lot better, especially in the situation like my first-round match.” World number three Jessica Pegula described some of the recorded behaviour as disrespectful, while noting the value in influencers showcasing the event.
Coco Gauff stated that a new demographic at the tournament helps grow the sport, according to her press conference remarks carried by multiple outlets. The fourth-ranked American added that influencers should avoid flash photography, loud talking during points and filming TikToks mid-rally to protect both the playing experience and spectators nearby. Daniil Medvedev offered a more relaxed perspective, suggesting warnings could sufficiently educate newcomers on expected conduct at Grand Slam venues.
Figures from the USTA show that the 2025 creator cohort produced more than 5.5 million social engagements, contributing to a rise in overall interactions from 2.3 billion in 2024 to 3.1 billion in 2025. Sportico reported that 20 of this year’s accredited creators focus exclusively on food and beverage coverage, highlighting items such as caviar-topped chicken nuggets and the Honey Deuce cocktail that lend themselves to viral content. The organisation has also reminded ticket holders, suite guests and attendees through emails, video board messages and signage to refrain from flash photography or other lighting that could interfere with play.
Two influencers who received access via a restaurant partnership had their credentials revoked after posting photos of them on social media to highlight their appearance, the New York Post reported on Thursday. Mashable noted that the USTA responded to the Osaka match disruption by issuing further guidance on etiquette, while acknowledging that not all those involved held official creator credentials. Axios highlighted that the tournament has long served as a see-and-be-seen venue for celebrities and now extends that approach to digital creators to reach audiences beyond traditional tennis fans.
The USTA maintains that the influencer programme forms part of efforts to broaden the event’s cultural footprint, with last year’s initiatives helping attract new viewers to the sport. Organisers have emphasised that such partnerships must balance innovation with respect for the game’s established norms at Flushing Meadows, where Arthur Ashe Stadium holds more than 23,000 spectators. Additional cases of removed access this week underscored the challenges in enforcing standards across hospitality areas and accredited guests alike.
