In brief
The US Open welcomed a swarm of 100 unaffiliated influencers, doubling last year’s numbers, and the influx has triggered debate over court etiquette. Players like Coco Gauff praise the new audience but insist on proper dress, while Naomi Osaka confronted noisy, light‑filled photo shoots that disrupted matches. Jessica Pegula, Daniil Medvedev and Frances Tiafoe weighed in on the pros and cons of a more festive atmosphere. Organisers have responded with stricter guidelines and expanded fan‑week programming, hoping to balance new media engagement with respect for the sport.
Lights. Camera. “Quiet please,” a phrase that rings true at the Arthur Ashe Stadium, where a squad of 100 influencers—a figure double the previous year—made a splash this year’s US Open.
Unfamiliar to some, these creators are learning that the sport’s unwritten rules run deep: apologising after a point won from a net cord, honest line calls, handshakes after matches, and the quiet that keeps rallies in focus. They pose a new challenge: can the sport’s etiquette adapt to the demands of a generation that thrives behind the lens?
Coco Gauff, world number four, said, “I definitely think it’s cool to have a new demographic and I definitely think it helps grow the sport,” but added, “If you’re invited to a red carpet, you wouldn’t show up in jeans. I think it’s just follow the etiquette of the sport.”
Osaka's first‑round match was interrupted by a group of influencers who turned on a portable ring light while she served. The chair umpire had to repeatedly ask the crowd to stay quiet, a scene that turned viral and prompted Osaka to say, “The umpire told everyone to be quiet more than I’ve ever heard an umpire tell a crowd to be quiet.”
Other players echoed mixed feelings. Jessica Pegula felt the behaviour was “disrespectful” when “people are down there trying to perform. It seems a bit disrespectful.” Meanwhile, Daniil Medvedev and Frances Tiafoe welcomed the expanded fan experience, seeing it as a way to grow the sport’s appeal.
The United States Tennis Association responded with updated fan‑movement rules, a 15‑day tournament extension, and a “Fan Week” featuring exhibition matches and mixed‑doubles bouts. Organiser Craig Tiley aimed for a “tennis Disneyland” while reminding audiences that “refrain from any activity that could disrupt the game, including noise levels, flash photography and ring lights.”
