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Osaka’s etiquette warning
Influencers and content creators armed with smartphones and ring lights have featured prominently in the stands at this year’s U.S. Open, with around 100 content creators given credentials and 20 dedicated to covering the food and beverage scene.
“Around 100 content creators were given credentials for the tournament”
The chair umpire was forced to reprimand a group of patrons for staging a disruptive photo shoot while two-time U.S. Open champion Naomi Osaka was serving during her first-round win against Anastasia Zakharova.
Osaka later urged spectators to respect tennis etiquette, saying, "Obviously if you come to a sporting event, you have to respect the sport," and adding that the issue "has to be managed a lot better, especially in the situation like first-round match."
The dispute has also included videos of people posing inside Arthur Ashe Stadium while Madison Keys was in the middle of playing a point against Alina Korneeva, which Reuters said breached basic tennis etiquette.
Reuters reported that the U.S. Open expanded the main draw action to 15 days as surging attendance helped drive the influencer boom.
Pegula and Medvedev split
Jessica Pegula said the behavior was disrespectful, telling Reuters, "But I do think that it’s tough when you see videos like that when they’re taking pictures and using the selfie lights."
Pegula added that people down there are trying to perform and that it "seems like a bit disrespectful," in comments tied to the disruption during Naomi Osaka’s match.
Daniil Medvedev, by contrast, framed the influencer presence as potentially beneficial for tennis popularity, saying, "The more we try to raise awareness about tennis, the better it is, the more popular the sport is," while also noting the challenge if it disturbs play.
Medvedev said that if it disturbs during the play, "you always say to the referee," even if it can be "challenging" if it happens "during the point."
The USTA also confirmed to ABC News that it placed new signage outside stadiums at the tennis center asking spectators to "please refrain from using flash photography or other lighting."
Credentials, rules, and next steps
Organizers said about 100 content creators were given credentials for the tournament, with 20 dedicated to providing coverage of the food and beverage scene, where caviar-topped chicken nuggets and the famed "Honey Deuce" cocktail promise viral attention.
“approximately 100 creator media credentials were issued for this year's tournament”
ABC News reported that a USTA spokesperson, Brendan McIntyre, said approximately 100 creator media credentials were issued for this year’s tournament and that the attendees who caused a disruption at the Osaka match were not among the credentialed content creators.
McIntyre said in a statement that the USTA has taken additional steps to prevent disruptions moving forward, including increasing signage and messaging ticket and suite holders to remind everyone to refrain from activity that could disrupt the game.
The USTA’s approach also included chair umpires addressing distractions when they occur, and ABC News said the USTA confirmed that "Instances of disruption happen infrequently" but that chair umpires will address the distraction.
In parallel, Reuters reported that the tournament’s popularity and expanded schedule—such as the mixed doubles competition held as a standalone event the week before singles action—has helped set the stage for the influencer-driven spotlight in the stands.