A series of disruptions rippled through the U.S. Open this week, raising questions about how far the tournament has leaned into influencer culture.
The U.S. Tennis Association told NBC they awarded approximately 100 content creators credentials, up from 54 in 2025, to amplify the tournament’s reach on social media.
And louden they did.
During Naomi Osaka’s first‑round match against Anastasia Zakharova on Monday, influencers inside Arthur Ashe Stadium caused enough noise mid‑point that the chair umpire paused play and shushed the group.
In a viral video taken inside the stadium, a group of influencers are seen filming a TikTok inside a luxury suite. The group can be heard yelling a line in unison, while a couple seated below them looked visibly irritated.
“This was one of the cringiest things I’ve ever seen live,” wrote Danny Singer, who recorded video. “The U.S. Open used to be an actual tennis tournament.
It didn’t stop there. Throughout the night, influencers were seen using ring lights during points, standing in restricted areas and utilizing staff to shoot content.
U.S. Open players have begun weighing in on the growing presence of content creators at the event.
Jessica Pegula, a top contender to win the women’s tournament, said she appreciates efforts to promote the sport but sees clear downsides.
“I do think that it’s tough when you see videos like that, when they’re taking pictures and using the selfie lights. People are down there trying to perform and it’s their career and their job. It seems a bit disrespectful,” she said after her second‑round win on Wednesday.
Daniil Medvedev, the 2021 U.S. Open champion, echoed her concern.
“For sure, if it disturbs during the play, like if you see the light or something, you always say to the referee,” he said. “It can be challenging if it happens during a point. But I’m pretty sure even they, you know, maybe do it once, and then someone tells them not to do it.”
The 2026 U.S. Open will offer a record $108 million in total player compensation, with the men’s and women’s singles champions each taking home $5.5 million.
A USTA spokesperson told NBC that the organization is working to create a balance as more creators attend the tournament.
“We are incredibly excited that tennis’ popularity continues to grow and that more and new fans are coming out to the US Open,” the statement said. We want our fans and guests to have an incredible time when they attend our event but we also need to ensure that does not interfere with the action and competition on the court.”
The spokesperson said the U.S. Open is notifying attendees in multiple ways, including emails to ticket holders, notifications to suite holders and messaging on video boards, reminding fans to avoid any activity that could disrupt play. This includes “special attention to not utilize flash photography or other lighting devices.”
The organization added that such incidents are infrequent and noted that, similar to when crowd noise reaches a certain level, chair umpires have the ability to address the crowd when disruptions occur.
AloJapan.com