Influencers and content creators are making headlines at the 2026 U.S. Open, raising questions about tennis etiquette and the integrity of the sport as they capture the spotlight away from on-court action.
Why it matters: The growing presence of influencers at the U.S. Open highlights a cultural shift in sports engagement, but it also raises concerns about the impact on players and the traditional atmosphere of the event.
Around 100 content creators received credentials for the tournament, including 20 focused solely on food and beverage coverage.
Thousands of amateur social media users attended the event after purchasing their own tickets, eager to share their experiences online.
Jessica Pegula, the 2024 runner-up, expressed concern over influencer behavior, calling it "a bit disrespectful" to players focused on their performance.
Driving the news: The U.S. Open has expanded its main draw to 15 days due to surging attendance, making it a prime destination for influencers eager to showcase the event.
The men's ATP tour expanded its partnership with TikTok earlier in 2026, noting a 25% increase in posts tagged #tennis in 2025.
Influencer behavior became a focal point when a chair umpire reprimanded patrons for staging a disruptive photoshoot during Naomi Osaka's first-round match against Anastasia Zakharova.
Fans criticized the influencers for prioritizing social media content over respecting the match and its players.
State of play: The U.S. Open is experiencing a unique blend of celebrity culture and competitive tennis, with influencers now an integral part of the event's fabric.
Coco Gauff opened her tournament with a win over Zeynep Sonmez, but many spectators were left questioning the number of empty seats in the stadium.
Madison Keys also secured a victory but noted that many seats typically occupied by fans were filled with influencers instead.
High ticket prices have drawn backlash from traditional tennis fans, who feel sidelined by the influx of influencers and content creators.
The big picture: The U.S. Open's evolution reflects broader trends in sports and entertainment, where social media influence is becoming increasingly prominent.
Jessica Pegula emphasized the need to maintain focus on the game, stating, "It’s important to keep the focus on the game, even as we welcome more fans into tennis."
Concerns are mounting about whether social media attention is overshadowing the sport's core values and traditions.
Some fans have called for the U.S. Open to implement stricter regulations on influencer behavior to preserve the integrity of the matches.
What they're saying: Reactions from players and fans reveal a divide over the influence of social media at major sporting events.
Daniil Medvedev remarked on the positive aspects of raising awareness about tennis, but acknowledged the challenges posed by distractions during play.
Jessica Pegula shared her disappointment over the behavior of influencers, saying, "It seems like a bit disrespectful when they’re taking pictures and using selfie lights during matches."
Fans expressed frustration over influencers prioritizing their content creation over the competitive nature of the matches.
By the numbers: The U.S. Open's growth and the influence of social media can be quantified through various metrics.
Attendance has surged, prompting the tournament to extend its main draw to 15 days, accommodating more matches and fans.
The partnership between the ATP tour and TikTok has resulted in a notable increase in social media engagement, with over 25% more posts under #tennis in 2025.
Ticket prices for the U.S. Open have reached all-time highs, contributing to the empty seats seen in the stands.
What's next: The U.S. Open will continue to navigate the delicate balance between embracing new audiences and preserving the essence of tennis.
As the tournament progresses, officials may need to address the disruptive behavior of influencers to maintain the focus on the sport.
Future partnerships with social media platforms will likely evolve, impacting how tennis is consumed and experienced by fans.
Players like Pegula and Medvedev will continue to advocate for a return to respect for the game, emphasizing the importance of maintaining the integrity of matches.