Game, set, ring lights: Influencers make headlines for the wrong reasons at the US Open

The world’s greatest tennis stars might be battling it out on court, but it seems the world’s focus is on what’s happening in the stands at the US Open.

The New York tournament has always attracted a star-studded crowd, but the increasing presence of influencers and content creators in Arthur Ashe stadium has been stirring up controversy this year – and the discourse is continuing well into week two.

‘Read up on the etiquette’

Last week, a group of influencers made headlines for the wrong reasons during the first-round game between Naomi Osaka and Anastasia Zakharova.

Their use of ring lights while filming videos in a luxury suite became a distraction, leading to the chair umpire pausing play and repeatedly asking the group to be quieter. They weren’t alone; other content creators in the stadium reportedly asked staff to take photos of them using flash during the game.

With some sports, this wouldn’t be an issue – but at a tennis tournament, where the crowd is expected to limit noise and avoid disturbing players during points, the behaviour stands out.

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The antics clearly frustrated many in the crowd, with spectator-captured videos of the content creators in action circulating on social media.

Numerous tennis players, including Osaka, have also been asked for their opinions on the incident by reporters at the tournament.

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

While she acknowledged it “could be a good thing” for people to increase the popularity of tennis among their own audiences, she said the situation “has to be managed a lot better”.

American player Coco Gauff echoed this, saying it was great to have “a different demographic” in the crowd as long as they observe common courtesy.

“Like with anything, if you’re being invited to a red carpet, you wouldn’t show up in jeans,” she told reporters, suggesting signs be displayed in suites for those who aren’t aware of tennis’ code of conduct.

Gauff also outlined how some content creator behaviours can distract tennis players during their games, including talking “too loud”.

“Ashe is a very loud court, so I’m used to it but definitely not, like, mouthing TikToks and stuff in the middle of a point,” she said, adding that flash photography is a worse distraction: “That actually does mess us up a little bit.”

Fellow US star Jessica Pegula said it was “tough” to see videos of people using selfie lights in the crowd during games.

“People are down there trying to perform, and it’s their career and their job. It seems a bit disrespectful. I think it’s gotten a little too much, it feels like, this year.”

The US Open’s content creator era

Around 100 content creators have been granted accreditation for the US Open this year by the United States Tennis Association – double the amount from 2025.

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According to ESPN, their access and content capture were governed by “formal guidelines”, and last year’s tournament marked the first time this accreditation was offered.

However, the group of content creators who were reprimanded during Osaka and Zakharova’s game were not among those granted credentials by the USTA.

Since the incident last week, the USTA has made efforts to remind, or educate, spectators to limit distractions during games.

A sign at the stadium reads, “Please refrain from the use of flash photography or other lighting,” while messages to ticket and suite holders instructed them to “refrain from any activity that could disrupt the game”.

A week on, the situation continues spurring discourse and headlines.

Per PA, the All England Lawn Tennis & Croquet Club will be looking to avoid a similar controversy at Wimbledon in future.

The venue, which hosts the London tournament, will not have an accreditation category for influencers or content creators.

Meanwhile, ring lights likely won’t be found in the crowd as the guidelines state “any items which, in the reasonable opinion of the All England Club, may be used to disrupt any matches played at The Championships” will be confiscated.

A changing audience

The increasing presence of influencers at the tennis isn’t a conversation unique to the US Open.

The Australian Open has also become a popular site for content creators, with many invited to the event by brands and companies in exchange for content while others are “courted” by organisers.

Their presence at the event, and the changing face of the tournament, was a major talking point during the 2026 tournament.

“We understand that they’re coming anyway, and we want to be a part of the story they’re creating,” Tennis Australia’s director of content Brie Stewart told the Herald-Sun in January.

While content creators on the ground certainly gave the Aussie tournament a boost on social media, there was also some frustration from longtime tennis fans about etiquette issues during games – though not the scale of the US Open – and the impact on seat availability for other spectators.