US Open 2026: Naomi Osaka and Jessica Pegula weigh in on influencers disrupting play in New York

Around 100 influencers and content creators have received accreditation for the US Open in New York, double the number from last year, and their presence has sparked debate about how to bring tennis to a new audience while respecting the sport’s etiquette. Arthur Ashe Stadium, the tournament’s main arena, has a capacity above 23,000.

Tennis has many unwritten rules. Players apologise after winning a point from a net cord, and they are honest about line calls, double bounces and double-hits. They shake hands after matches. Spectators are expected to stay quiet and avoid disturbing players during points.

Coco Gauff, the world number four, welcomed the change but raised a concern about how the influencers behave. “I definitely think it’s cool to have a new demographic and I definitely think it helps grow the sport,” she said.

“But if you’re being invited to a red carpet, you wouldn’t show up in jeans,” Gauff added. “I think it’s just follow the etiquette of the sport. That’s all.”

Disruption during Osaka’s match

During the first-round match of Naomi Osaka, the two-time champion, on Arthur Ashe Stadium, one group held a photo shoot in its hospitality suite while play continued. The group turned on a portable ring light while Osaka was serving, and the umpire reprimanded them.

When Osaka returned to court on Thursday, the umpire had to remind the crowd several times to be quiet. “Today the umpire told everyone to be quiet more than I’ve ever heard an umpire tell a crowd to be quiet,” Osaka said.

“I tell people I normally just focus on the match and the court, but there was a moment where there was people shouting and you could hear it quite clearly,” she said.

A video of the incident has gone viral. It shows a group speaking loudly as they filmed themselves during Osaka’s first-round match on Tuesday, which prompted the chair umpire to call for them to stop.

“I think obviously if you come to a sporting event, you have to respect the sport,” Osaka said. “I feel like it’s common courtesy to read up on the sport, especially the etiquette.”

She acknowledged the potential benefits. “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 my first-round match,” Osaka said. “Overall, I think there are huge positives. You want people to continue to grow the sport. I just think it has to be in a way that everyone knows the rules and the etiquette.”

Players divided on the crowd

Arthur Ashe is the biggest tennis stadium in the world, and matches often come with a buzz of conversation around the arena. Daniil Medvedev, the men’s seventh seed, has had a difficult relationship with New York crowds in the past. He believes anything that attracts more people to tennis is a good thing.

“I think the more we try to raise awareness about tennis, the better it is, the more popular the sport is,” the Russian said. “The more the sport grows, the better it is. I trust USTA [tournament organisers the United States Tennis Association] with what they are doing.”

“I think [there is] a lot more upside than downside, so go for it,” Medvedev added.

Frances Tiafoe, the American 11th seed, praised the diversity of the New York crowd. “I think the Open is great because you get all types of people that want to come and watch tennis,” he said. “All different walks of life, different types of people, different type of occupations. Personally, I love that.”

“I have no problem with anybody doing anything, coming to watch the tennis,” Tiafoe said.

However, Jessica Pegula, the American world number three, described some of the behaviour as “disrespectful”. “I can appreciate the influencers coming and showcasing the US Open experience,” she said. “But I do think that it’s tough when you see videos when they’re taking pictures and using the selfie lights.”

“People are down there trying to perform. It’s their career and their job. It seems a bit disrespectful,” Pegula said. “I think it’s become a little too much this year. I can appreciate one side of it, but I think when you have the other side literally interrupting matches, it gets a little tough.”

Tournament’s push for new audiences

The US Open introduced free fan movement in 2024, so spectators no longer have to wait to take their seats during changeovers. A year later, the tournament expanded to 15 days. The week before the singles draw is now marketed as ‘Fan Week’, which features the revamped mixed doubles competition and exhibition matches between past and present players.

Tournament chief executive Craig Tiley hopes these changes will turn the event into what he calls “the tennis Disneyland”. Asked about influencers receiving accreditation at a pre-tournament news conference, Tiley said: “We need to find ways of reaching new audiences, reaching people in a way that they connect with media today.”

“The creation of the creator credential has been a key part of that because it’s enabled us to talk to people in a way that they’re listening. That’s been a big focus,” he added.

Since the incident during Osaka’s first match, the organisers have increased messaging on screens around the grounds. The signs remind people to “refrain from any activity that could disrupt the game, including noise levels, flash photography and ring lights”.

In a statement, the USTA said it “is always striving to grow tennis in this country and bring new audiences into the sport”. It added: “We want all of our fans and guests to have an incredible time when they attend, but we also need to ensure they do not interfere with the action and competition on the court.”

“We are continually looking for ways to ensure fans in the stands know what is permitted and what is prohibited,” the USTA said.