Disruptive behavior by social media influencers at the U.S. Open has drawn criticism from attendees and players alike, prompting tournament officials to issue a public notice addressing spectator conduct. The issue came to a head when a group of influencers filming a video during a crucial first-round match between Naomi Osaka and Anastasia Zakharova were reprimanded by the court umpire.
Danny Singer, a 27-year-old attendee who has frequented the U.S. Open for two decades, captured the incident on video. The footage, which gained significant traction online, shows the influencers chanting a TikTok trend. "When I heard them filming the video, I was shocked that it was in the middle of a point and immediately thought it could distract or disrupt the players," Singer told The Post. He noted that this was the first time in his extensive attendance and his three years as a ball boy that he had witnessed such a public admonishment of attendees for disrupting play.
The group reportedly filmed multiple takes before being addressed by the umpire. While they eventually adjusted to filming between points, their initial actions were widely seen as a breach of tennis etiquette. This incident was not isolated; another video circulating online showed women using ring lights to film and edit content mid-point, further exacerbating concerns about spectator behavior.
Speculation online has pointed to sponsorships, particularly from beverage brands like Grey Goose, which reportedly hosts influencers at the tournament. Some social media users criticized the U.S. Open for "relentless brand activation and influencing," suggesting it may be contributing to the decline in decorum.
In response to the growing concerns, the U.S. Open posted a public notice outside Louis Armstrong Stadium stating, "Please refrain from the use of flash photography or other lighting during match play. Thank you, and enjoy the tennis!"
This year, the tournament significantly increased its outreach to influencers, issuing media credentials to approximately 100 content creators, a notable rise from the previous year's 54. This expansion has resulted in numerous posts showcasing tournament fashion and popular beverages.
Naomi Osaka commented on the USTA's decision to invite more influencers, emphasizing the importance of respecting the sport. "If you come to a sporting event, you have to respect the sport," Osaka stated at a press conference. "I feel like it's common courtesy to read up on the sport. Especially the etiquette. 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."
Osaka added that while she sees the potential for influencers to help grow the sport's popularity, proper management and adherence to rules and etiquette are crucial for a positive experience for all involved.