Respect the sport: Naomi Osaka expresses concern about the influencer boom at the US Open

Naomi Osaka has urged social media influencers attending the US Open to respect tennis etiquette, saying their growing presence at the tournament needs to be “managed much better”.

The issue emerged as a point of discussion in New York after videos surfaced online showing how some influencers pay little attention to matches. Osaka’s win over Anastasia Zakharova in the first round was also briefly marred by a group of spectators taking photos as she served.

After defeating Katerina Siniaková 6–2, 5–7, 6–1 to reach the third roundOsaka said there is a place for influencers in sports, but they should not interfere with the game.

“Of course, when you come to a sporting event, you have to respect the sport,” Osaka said.

“I feel like it could be good for people to make tennis popular for their specific audience, but I think it needs to be managed a lot better, especially in a situation like my first round match.”

The four-time Grand Slam champion also noted noise from the stands during the second-round match, saying the presiding referee repeatedly asked the crowd to quiet down.

“Normally, I just focus on the match and the court, but there was a moment where people were shouting and stuff, and you could hear it quite clearly,” Osaka said. “I think it bothered my opponent as well.

Influencers and content creators were a prominent presence at this year’s US Open, with smartphones and ring lights a familiar sight on the course.

Organizers said around 100 content creators have been commissioned, including 20 focused on covering the food and beverage offerings. Thousands more social media users attended as ticket holders.

This trend has not been without controversy.

The umpire reprimanded a group of patrons for organizing a disruptive photo shoot when Osaka was serving against Zakharova. Another social media user attracted criticism after posting photos from Arthur Ashe Stadium while Madison Keys was playing a point against Alina Korneeva.

Jessica Pegula, the 2024 US Open runner-up, said she understood why influencers wanted to showcase the tournament, but felt some of the content crossed the line.

“I can appreciate influencers coming in and showcasing the US Open experience,” Pegula said.

“But I think it’s hard when you see videos like that when they’re taking pictures and using selfie lights. People are down there trying to perform and it’s their career and their job. It seems a little disrespectful.”

“I think a little bit is too much.

The increased influencer presence comes as the US Open continues to grow in popularity. Attendance grew so much that organizers extended the main draw event to 15 days, while the mixed doubles competition was moved to a separate event a week before the singles tournament.

The ATP Tour has also embraced a push for greater visibility on social media, expanding its partnership with TikTok earlier this year after reporting a more than 25% increase in #tennis posts during 2025.

Daniil Medvedev, the 2021 US Open champion, said more exposure could only help the sport if it did not interfere with matches.

“The more we try to raise awareness about tennis, the better, the more popular the sport,” Medvedev said.

“Certainly if it interferes during the game, like seeing a light or something, well, always tell the referee. Sometimes it can be challenging when it happens during a point.”

– The end

Issued by:

Saurabh Kumar

Published on:

04 Sep 2026 09:11 IST