‘Not at Wimbledon’: Amid influencer chaos at US Open Grand Slam rules out creator accreditation

Wimbledon appears to be taking note of the controversy surrounding influencers and content creators at the US Open, with the All England Club planning a much more restrictive approach when the Grand Slam returns next summer.According to the Press Association, Wimbledon has no plans to introduce a dedicated accreditation category for influencers or content creators for the 2027 tournament. Security is also expected to confiscate devices such as ring lights if they are deemed capable of disrupting matches.The move comes as the US Open grapples with a growing debate about the balance between expanding the tennis audience and protecting the etiquette and atmosphere around matches.The contrast between the two Grand Slams is striking. While the US Open has embraced creators as part of its strategy to reach new audiences, Wimbledon seems poised to take a much firmer line.

Influencer experiment at US Open sparks backlash

Around 100 influencers and content creators have been recognized by the US Open this year, nearly double the 54 that will receive credentials in 2025. The initiative was designed to bring the tournament closer to audiences outside traditional sports media and strengthen its presence on social platforms.But the increased presence coincided with several incidents that put tennis etiquette in the spotlight.Naomi Osaka’s first round match became one of the most prominent examples. A group of spectators in the suite filmed and photographed with a bright ring light during the game. Referee chairman Kader Nouni intervened and briefly stopped the match to deal with the infringement.Osaka subsequently acknowledged the potential benefits of creators while making it clear that there must be limits.

Naomi Osaka (AP Photo)

“I feel it’s a common courtesy to read about the sport, especially the etiquette. I feel it could be good for people to make tennis popular for their specific audience, but I think it needs to be managed much better, especially in a situation like my first-round match,” Osaka said.“Overall, I think there’s a huge upside to it. … You want people to continue to grow the sport. I just think it needs to be a way that everyone knows the rules and the etiquette.”The controversy was not limited to influencers. Players also complained about movement in the stands, noise and other distractions during matches.French veteran Adrian Mannarino was particularly blunt about the atmosphere.“People can move in the crowd during points,” Mannarino said, according to the Press Association. “The tournament is putting up with it and I don’t know if it’s the best thing for tennis in general.“There’s a smell of marijuana on the field, noise everywhere. The truth is, it’s turning into a bit of a zoo.”

Wimbledon chooses a different path

The experience of the US Open appears to have offered Wimbledon a warning of how quickly efforts to make Grand Slam tournaments more accessible and more social media-friendly can collide with the traditional demands of tennis.The All England Club’s decision not to create a specific influencer accreditation category represents a clear departure from the US Open approach. He is also expected to take a strict stance on equipment such as ring lights and other items that could disrupt play.That doesn’t necessarily mean Wimbledon is turning its back on digital creators. Rather, this approach suggests that the tournament intends to keep content creation within existing expectations of spectator behavior and match etiquette.The US Open players themselves recognized that influencers can help bring new audiences to tennis.Coco Gauff, the 2023 US Open champion, suggested that brands bringing influencers to matches should ensure they understand the ground rules of the sport.“Sometimes it’s their first tennis match; they don’t know. They’ve probably been to basketball games before,” Gauff said.“With anything, any place you go, if you’re invited to a red carpet, you wouldn’t show up in jeans. I think it’s just in keeping with the etiquette of the sport.”Jessica Pegula also saw the positive side of creators showcasing the US Open experience, but cautioned against overstepping the mark.“It’s hard when you see videos like this when they’re taking pictures and using selfie lights,” Pegula said. “People down there are trying to perform and it’s their career and their job. It seems a little disrespectful.”“I think it’s a little bit maybe too much, it feels like this year. I don’t know. I think I can appreciate one side of it, but I think when the other side is literally interrupting games, it gets a little tough.”For Wimbledon, the message from New York seems clear: attracting a new generation of fans may be important, but not at the expense of players’ ability to compete without distraction.