Naomi Osaka has called on social media influencers attending the US Open to follow proper tennis etiquette, arguing that their increasing presence at the tournament needs to be “managed a lot better.”
The issue has become a subject of discussion in New York after videos surfaced online showing some influencers seemingly paying little attention to matches. Osaka’s opening-round victory over Anastasia Zakharova was also briefly interrupted when a group of spectators carried out a photo shoot while she was serving.
After defeating Katerina Siniakova 6-2, 5-7, 6-1 to advance to the third round, Osaka said influencers could play a positive role in promoting tennis but should not disrupt matches.
“Obviously, if you come to a sporting event, you have to respect the sport,” Osaka said.
“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 a situation like my first-round match.”
The four-time Grand Slam champion also noticed disturbances from the crowd during her second-round match, saying the chair umpire had repeatedly called on spectators to remain quiet.
“I normally just focus on the match and the court, but there was a moment where there were people shouting and stuff, and you could hear it quite clearly,” Osaka said. “I think it bothered my opponent, too.”
Influencers and content creators have become increasingly visible at this year’s US Open, with smartphones and ring lights now common sights around the tournament grounds.
Organisers said approximately 100 content creators received credentials for the event, with 20 of them specifically covering food and beverage offerings. Thousands of other social media users have also attended as regular ticket holders.
However, the trend has also sparked criticism.
A chair umpire reprimanded a group of spectators after they conducted a disruptive photo shoot while Osaka was serving against Zakharova. Another social media user faced backlash for sharing photographs taken inside Arthur Ashe Stadium while Madison Keys was playing a point against Alina Korneeva.
Jessica Pegula, who finished runner-up at the 2024 US Open, said she understood the appeal of influencers highlighting the tournament experience but believed some behaviour had gone too far.
“I can appreciate the influencers coming and kind of showcasing the U.S. Open experience,” Pegula said.
“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.”
The growing influencer presence comes as the US Open continues to attract larger audiences. Attendance has increased enough for organisers to extend the main draw schedule to 15 days, while the mixed doubles competition was shifted to a separate event held in the week before the singles tournament.
The ATP Tour has also backed efforts to increase tennis’ social media reach. Earlier this year, it expanded its partnership with TikTok after reporting that posts using #tennis had risen by more than 25% during 2025.
Daniil Medvedev, the 2021 US Open champion, said greater social media exposure could benefit tennis as long as it does not disrupt matches.
“The more we try to raise awareness about tennis, the better it is, the more popular the sport is,” Medvedev said.
“For sure, if it disturbs during the play, like if you see the light or something, well, you always say to the referee. It can be sometimes challenging if during the point this happens.”
