The 2026 US Open is drawing criticism from top players who say the tournament has become overcrowded with influencers disrupting matches. Concerns have been raised about the impact of content creators prioritizing social media content over the integrity of the competition.
Naomi Osaka experienced a lapse in concentration during a match when a group of influencers in a luxury suite used a portable light to take photographs. The distraction prompted a warning from the chair umpire, highlighting a growing issue of audience behavior impacting players.
"People are down there trying to perform, and it's their career and their job. It seems like a bit disrespectful," said U.S. No. 1 Jessica Pegula, commenting on the incident. "I think it's gotten a little too much, it feels, this year."
The US Open has become a significant cultural event, attracting influencers who see it as a backdrop for social media content. Reece Milner, Senior Strategy Manager at The Goat Agency, noted that the tournament sits at the intersection of sport, fashion, luxury, and culture, with popular "rituals" like night matches and specific food offerings contributing to its status.
The tournament has acknowledged this shift by credentialing 100 content creators this year, with plans to increase that number in the future, according to US Open Head of Communications Brendan McIntyre. While some influencers contribute to growing interest in the game, skepticism remains about those who may have limited interest in tennis itself and are focused solely on capturing perfect images.
Players have noted an increase in ambient noise and distractions. "On Ashe, you hear everything," Pegula added. "Even when there's dead noise, there's still a buzz or a chatter or people talking and eating and laughing and all these different kind of emotions. You really have to do a good job of locking yourself in a bubble when you're out there."
French player Adrian Mannarino described the atmosphere on outdoor courts as chaotic, stating, "They come in any which way, they move around, they talk. It's the tournament that tolerates this, and I don't know if it's the best idea for the game in general. There’s noise coming from everywhere. It’s become a bit of a zoo."
The implementation of "free fan movement" in 2024, allowing attendees to enter and exit seating areas without waiting for breaks, has contributed to a constant hum of activity and chatter, particularly in the lower sections of Arthur Ashe Stadium. This has led to players being distracted, such as when a fan shouted during a serve, resulting in a double fault.
Despite messages displayed around the venue discouraging the use of flash photography, violations have been observed. The tournament has placed the responsibility of managing disruptions on chair umpires, who are empowered to address crowd issues when "infrequent" disruptions occur. While influencers may contribute to ticket sales, players and observers suggest that maintaining a conducive atmosphere for high-level tennis is crucial for the sport's long-term growth.