Influencers at US Open put spotlight on fan etiquette
The growing presence of influencers and content creators at the 2026 U.S. Open is putting a spotlight on fan etiquette.
In one viral clip, a group of attendees can be seen posing and waving for a video during Naomi Osaka's first-round match on Tuesday night, reportedly causing the match's chair umpire to ask attendees to remain quiet.
Other videos shared on social media show people posing in front of ring lights and using flash photography while matches are in play at the USTA Billie Jean King National Tennis Center in Flushing Meadows, New York.
New signage has since been placed outside stadiums at the tennis center asking spectators to "please refrain from using flash photography or other lighting."
The USTA, which runs the U.S. Open, confirmed to ABC News on Thursday that approximately 100 creator media credentials were issued for this year's tournament.
"The US Open Content Creator Media Credential is a formal program providing access to social-first creators and social media channels of established media brands," USTA spokesperson Brendan McIntyre said in the statement. "The credential debuted in 2025 to engage with fans where and how they consume content."
The number of creator credentials issued this year is nearly double the amount issued in 2025, a U.S. Open official confirmed to Front Office Sports last month.
The USTA said formal guidelines govern access and content capture for credential holders.
McIntyre told ABC News the USTA has taken additional steps to prevent disruptions during matches moving forward.
"We have increased signage on the grounds, in stadium, and messaged ticket and suite holders to remind everyone to refrain from any activity that could disrupt the game, including flash photography and ring lights," he said in a statement. "Instances of disruption happen infrequently, but when they do, our chair umpires will address the distraction."
Some tennis fans took to social media to bemoan the behavior of other U.S. Open attendees in certain viral videos.
"The umpire had to tell a bunch of influencers to be quiet as they posed for pictures mid point in the Naomi Osaka match," one commenter wrote on X. "I hate what Tennis is becoming."
Tennis pros playing in the U.S. Open, one of the sport's four Grand Slam tournaments, have expressed mixed feelings on the inclusion of creators.
"I can appreciate the influencers coming and kind of showcasing the U.S. Open experience," American tennis pro Jessica Pegula said, according to Reuters. "But 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 like a bit disrespectful."
Another American tennis pro, Frances Tiafoe, has said he appreciates the exposure that content creators can bring to tennis.
"If creators and people from outside the traditional tennis world are coming to matches, posting about it and getting a completely different audience interested in the sport, I think that's dope," Tiafoe told Town & Country in an interview published Wednesday. "Maybe somebody comes because they follow a certain person or they're interested in the fashion or the atmosphere, and then they see an incredible five set match and become a tennis fan. That's a win for the game."
