Why Disruptive Influencers at the US Open Are Here to Stay Despite Player Backlash

People pose next to a stack of Honey Deuce cocktail cups after Spain's Carlos Alcaraz wins his third-round tennis match against China's Yibing Wu at the US Open in New York City, the United States.

Influencers at this year’s US Open have stolen the spotlight for disrupting play and acting in a way that goes against traditional tennis etiquette, drawing frustration from players and spectators alike. Despite the pushback and complaints, sports experts indicate that this marketing trend is here to stay.

Tennis stars faced unexpected challenges during the final Grand Slam at Flushing Meadows in New York, ranging from flashy ring lights and untimely selfies to raucous behaviour from influencers in the spectator stands. Major sporting tournaments like the US Open and the FIFA World Cup are increasingly utilizing social media personalities as a cost-effective sports marketing strategy.

Players and umpires have had to call out disruptive behavior. A chair umpire reprimanded influencers for staging a photo shoot while two-time US Open champion Naomi Osaka was serving during her first-round win against Anastasia Zakharova. Similarly, another social media user faced criticism for posing inside the Arthur Ashe Stadium while Madison Keys played a point against Alina Korneeva, breaching basic etiquette as fans tried to enjoy the matches.

According to Leslie Koroma, CEO of Africa Sports Ventures Group, influencers offer a cost-effective way to reach demographics that traditional media cannot. While the United States Tennis Association (USTA) spent less on marketing in 2023 and 2024 compared to previous years, official accreditation was given to 100 influencers this year, including 20 dedicated strictly to food and beverage coverage such as Honey Deuce cocktails and caviar-topped chicken nuggets.

Nasha Smith, a sports media ethics professor at Arizona State University, noted that influencers provide direct access to specific audiences and can make tournaments feel more accessible to non-traditional fans. However, she cautioned that organisers must measure whether online engagement actually translates into sustained interest in the sport.

Players have voiced concerns regarding the distractions. Naomi Osaka and 2024 runner-up Jessica Pegula emphasized the need for decorum to respect athletes whose careers and jobs are on the line. Daniil Medvedev, the 2021 champion, acknowledged that while popularising the sport is positive, the distractions make it challenging to focus.

In response to the incidents, tournament organisers displayed messages on court screens reminding attendees to refrain from flash photography and lighting during match play. Brendan McIntyre, the head of the US Open, also confirmed that two influencers had their access revoked after being incorrectly credentialed.