The U.S. Open has significantly expanded its outreach into the influencer space, credentialing approximately 100 content creators in 2026, a near doubling from the 54 approved in the previous year. This strategy aims to grow the sport by engaging a wider, digitally-native audience.
This increased presence of influencers has coincided with controversy. Some dedicated tennis fans have voiced their displeasure, reporting instances of creators disrupting matches by recording content, sometimes using ring lights, during play. In response, the USTA has stated that these disruptive incidents were not associated with official U.S. Open credentialed creators. The organization has implemented measures on the grounds and within stadiums to educate attendees about proper tennis etiquette and reduce such disruptions.
Content creators like Justin Morelli, the voice behind "The ShotClock," and lifestyle influencer Alyssa La Spisa, operate under a system that requires adaptability and improvisation. Their days are often planned with multiple content ideas, but they are prepared to pivot based on weather, unexpected opportunities, or crowd engagement. Morelli and his team, for example, devised a spontaneous challenge to create outfits under a $200 budget within a 10-minute shopping spree when matches were delayed due to rain.
La Spisa, who has a substantial following on Instagram and TikTok, often schedules interviews but finds flexibility is key at the event. Her process involves her videographer scouting for engaging fans to interview, with adjustments made regarding location and approach if initial attempts are unsuccessful. Both creators emphasize that their content is heavily influenced by real-time events and interactions throughout the day.
The USTA provides credentials to creators after a vetting process. While it is not a paid position and content creation is not guaranteed, creators receive access to the grounds to produce material that resonates with them. La Spisa highlighted how invited experiences, such as a food and beverage preview and an invitation to a Moët suite, provided valuable content opportunities that might have been otherwise difficult to secure.
Morelli, who has a large following across Instagram, TikTok, and YouTube, uses his platform for various content, including food reviews and interviews. During his day at the Open, he sampled a sandwich from Salt Hank's and interviewed Elijah Poritzky, a professional hitting partner who has worked with notable players like Jannik Sinner and Naomi Osaka. La Spisa focused on food items, trying "The Golden Set" caviar chicken nuggets and a cookie from Steph's.
Both creators view the credentialing program as a valuable opportunity to grow their personal brands and contribute to the sport's reach. Morelli, who has a personal history with tennis, sees covering the tournament as a special chance to connect with his "first love." La Spisa, initially uncertain about the access she would have, found the program provided opportunities she likely wouldn't have had independently. The creators are each scheduled to cover six days of the three-week tournament, planning to differentiate their content by capturing different aspects, such as matches in Arthur Ashe Stadium or the evening atmosphere.
This approach reflects a broader strategy by the U.S. Open to integrate social media personalities into the event's narrative, aiming to enhance its appeal and accessibility to a global audience increasingly consuming content through digital channels.