As influencer culture takes center stage at the 2026 US Open, Naomi Osaka believes influencers can play a role in growing the sport and bringing tennis to new audiences. The Japanese star, however, emphasized that those engaging with the sport should have a basic understanding of its rules and etiquette.
Influencers have faced increased scrutiny in the past few days following a couple of viral incidents during Osaka’s opening match that disrupted play.
Naomi Osaka Makes Her Position Clear on US Open Influencers and Spectators
Two-time US Open champion Osaka is chasing a third title at Flushing Meadows this year. The former World No. 1 has steadily raised her level throughout the season, with the New York Grand Slam — an event that holds a special place in her heart — serving as her ultimate goal.
Of late, the tennis star has delighted fans not only with her performances on court but also by adding a new layer of intrigue with her high-fashion walkouts. Meanwhile, fashion and culture have continued to flourish at the New York event, with the US Open serving as the perfect prelude to New York Fashion Week.
Multiple brands and tournament sponsors have embraced the new wave, offering influencers greater access, while tournament organizers have also played their part by increasing accreditation for those promoting the sport.
The new approach may, however, have pushed the boundaries too far. Traditional tennis fans have begun to view the influx of influencers as an intrusion, arguing that it has come at the expense of their live viewing experience. Several players, too, have voiced concerns about the increasing mid-match activity among spectators and the deafening noise echoing through the stadiums — distractions they are unlikely to encounter at other tennis events.
In her press conference following her second-round win against Kateřina Siniaková, Osaka said umpire Marijana Veljović was forced to intervene multiple times. “Today, the umpire… she told everyone to be quiet more than I’ve ever heard an umpire tell a crowd to be quiet.”
The criticism surrounding influencers was largely triggered by Osaka’s first-round night session at Arthur Ashe Stadium on Tuesday. Chair umpire Kader Nouni was forced to call out spectators for causing disturbances during points and, at one point, asked an influencer to refrain from using ring lights and flash photography during the game.
“In my first match, I wasn’t really paying attention. I normally just focus on the match and the court, but there was a moment where there were people shouting and stuff and you could hear it quite clearly,” Osaka said about her match against Anastasia Zakharova.
“I think it bothered my opponent, too. I’ve heard some people say the lights or whatever. I don’t really see the lights because obviously when you’re serving, you’re looking at the sun or you’re looking at the night lights. So, it was more the noise.”
Naomi Osaka believes new attendees should be welcomed, but they should also familiarize themselves with basic tennis etiquette, which requires spectators to remain quiet and in their seats while points are being played.
“If you come to a sporting event, you have to respect the sport. I feel it’s common courtesy to read up on the sport, especially the etiquette. I feel 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 a situation like my first-round match,” Osaka said.
Players rely heavily on the acoustics, from the racket striking the ball to line calls, to time and coordinate their shots. Any disruption can therefore have a direct impact on their concentration and performance.
“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,” the player added.
After battling past Zakharova 7-6(6), 7-6(3) and Siniaková 6-2, 5-7, 6-1, the four-time Grand Slam champion would hope for a calmer atmosphere when she faces Elise Mertens in the third round on Saturday.
