By Richard Pagliaro | Wednesday, September 2, 2026
Photo credit: Cincinnati Open Facebook
NEW YORK—Arthur Ashe Stadium is the world’s largest Grand Slam stage.
Influencers upstaged—and intruded—on some stars at time during this US Open.
Now, some players are speaking out about it.
During Naomi Osaka’s 7-6(6), 7-6(3) US Open opening-round win over Anastasia Zakharova on Monday night a group of influencers in an Ashe Stadium suite were so loud, chair umpire Kader Nouni asked the group to quiet down.
Then this TikTok video went viral showing an influencer creating video content using a bright white light that obviously can be a distraction to a player trying to return a 100 mph+ serve.
@katticuspfinch Tennis etiquette is that you don’t even GET UP IN THE MIDDLE OF A POINT but now at @US Open apparently it’s ring lights and photo shoots everywhere in the MIDDLE OF A POINT. Listen, I love bringing new people to the open and I’m all for getting more people into tennis because it’s such a fun sport to watch but if you’re going to disrespect the players, you shouldn’t come to the match. And I LOVE content creators bringing tennis to everyone on social media but if you’re not going to be respectful of the game being played thats NOT OKAY. Yyou can see ring lights from all over the stadium and the umpire and players made it very clear that it’s a HUGE DISTRACTION and it’s now impacting the players ability to play the game we are all here to see. And apparently the us open and USTA are just fine with it because their staff is helping it happen. @influencersinthewild @Tennis Channel #nyccontentcreator #naomiosaka #usopen #tennistiktok #usopentennis ♬ original sound – There I Ruined It
The USTA, in an effort to grow the game’s popularity among non-traditional tennis and sports fans, credentialed nearly 100 influencers for this US Open.
Asked her view on the infusion of influencers into the Open today, 2024 finalist Jessica Pegula said while she understands the desire to increase tennis’ popularity, these influencer actions, where typical tennis etiquette is ignored, “seems like a bit disrespectful.”
“I think I can appreciate, you know, the influencers coming and kind of showcasing, like, the US Open experience. I think that’s something that the US Open has utilized a lot as far as food and drinks and things to do and the shops,” Pegula told the media after sweeping Sofia Kenin on Ashe Stadium. “That part is part of a fan experience and something that people might not know and make them want to go.
“But I do think that it’s tough when you see videos like that when they’re taking pictures and using the selfie lights.
“People are down there trying to perform, and it’s their career and their job. It seems like a bit disrespectful. I think it’s gotten a little maybe too much, it feels like, this year. I don’t know.”
Some players said while they respect efforts to grow the game, it’s important for influencers, and all fans, to respect the sport and players while the ball is in play.
“I think obviously if you come to a sporting event, you have to respect the sport,” Osaka said after her three-set win over Katerina Siniakova on Thursday. “And I feel like it’s common courtesy to, like, read up on the sport, especially, like the etiquette.
“I feel like 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 first-round match. Like, you want people to grow the sport. I just think it has to be in a way that everyone knows the rules and etiquette.”
Is the USTA so intent on promoting the US Open’s entertainment spectacle that it’s ignoring and potentially diminishing the tennis competition itself?
New USTA CEO Craig Tiley suggested the US Open will continue to expand its entertainment value. In his pre-tournament presser, Tiley said the goal is to transform the Open into a “tennis Disneyland.”
“You know, this will become the tennis Disneyland,” Tiley said. “We’re going to have lots of opportunity for players and for young kids and for adults to come inside and have different experiences. That’s where you’ll see most of our growth.”
While Daniil Medvedev didn’t brand the “tennis Disneyland” idea Goofy, the former world No. 1 expressed mixed emotions on Ashe Stadium becoming the new Magic Kingdom of tennis. Medvedev asserts players are battling for their careers out on court and suggested the competition itself should be respected and not cheapened.
“I trust Craig. I think he does a lot of good things for tennis,” Medvedev said. “I think the word “tennis Disneyland,” I would not like it because it’s still a sport, you know, where we fight in a way for our life.
“You ask any player after the tournament, ask him after he loses, because when he wins, he’s not going to tell you, but if we have some pain, for sure, yes. Maybe if you’re 20 years old, no.
“But for sure we fight for our life here.
“Tennis Disneyland,” this word I don’t like, but I think when he says it, he doesn’t mean that we’re going to make a fun thing about it. It’s just growing the sport, growing tennis, so I think it’s good.’
What’s next? Cheerleaders? Halftime shows? USTA is delusional if they think “influencers” are about anything but themselves. I suggest they go try to “influence” a Masters golf tournament and see how that goes.
I think P Smith makes a very good point.