Coco Gauff, the world No. 4, addressed the ongoing discussion surrounding influencers at the U.S. Open, stating that while she welcomes their presence and believes they can help grow the sport, adherence to tennis etiquette is paramount.
During a press conference following her second-round win, Gauff expressed that her primary concern is not the presence of influencers themselves but their understanding and application of the sport's customs. "I think it’s great to have a different demographic to the sport. I have no problem with influencers," Gauff said. "Any venue you come to, you have to follow the etiquette toward it."
Gauff suggested that brands inviting influencers might consider providing guidance on tournament rules and expectations, acknowledging that some attendees may be new to tennis. "I think it may be on some of the brands, too, maybe to have a sign plastered or something in the suite — so they know, because, you know, sometimes, it’s their first tennis match," she explained.
Specific behaviors Gauff highlighted as disruptive include flash photography during points and excessive noise. "Definitely no flash photography because that does bother [me]," she stated. "But the flash, definitely. No flash in the points. Try not to talk too loud... but definitely not like mouthing TikToks and stuff in the middle of a point."
She emphasized that these considerations are not only for player performance but also for the overall viewing experience. "But I definitely think it’s cool to have a new demographic, and I definitely think it helps grow the sport. But, like with anything, any venue you go to, like, if you’re being invited to a red carpet, you wouldn’t show up in jeans. I think it’s just follow the etiquette of the sport. That’s all."
The conversation intensified following an incident during the first round match between Naomi Osaka and Anastasia Zakharova. The match was briefly paused due to an overzealous group of influencers filming content from a suite, with one individual seen using a bright light during play.
Osaka, a four-time Grand Slam winner, commented on the situation, noting the umpire's increased calls for quiet during her match. "I do think in my first match, I wasn’t really paying attention. I tell people [that] I normally just focus on the match and the court, but there was a moment where there was people, like, shouting and stuff, and you could hear it quite clearly. And I think it bothered my opponent, too," Osaka said.
While Osaka stated the lights did not personally bother her, she echoed Gauff's sentiment regarding etiquette. "I think, obviously, if you come to a sporting event, you have to respect the sport. And I feel like it’s common courtesy to read up on the sport, especially the etiquette," she said. "I feel like 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 in my first-round match."
In response to the events, the U.S. Open posted a public notice outside Louis Armstrong Stadium reminding attendees to "Please refrain from the use of flash photography or other lighting during match play."
The situation has highlighted broader discussions about brands inviting influencers to sporting events and the importance of respecting the traditions and rules of those sports.