Naomi Osaka’s first-round match at the US Open was briefly disrupted by influencers filming in a suite. The group was loud and used bright ring lights for a photoshoot during the match.
On Monday night, the chair umpire turned around and told the suite to be quiet. It sparked a debate among fans about social media influencers at tennis matches. While some felt their presence helps the sport’s growing popularity, others criticized them for disrupting play.
Fans React to Influencer Culture Clashing with Tennis Tradition During Naomi Osaka’s 1R Match
During Osaka’s match against Anastasia Zakharova, a group of content creators in a suite filmed videos and shouted, “Did you miss us?” at their camera, affecting the match’s rhythm.
Chair umpire Kader Nouni then asked the group to sit down and stay quiet. The group also used bright ring lights, which also did not sit well with many.
The incident started a discussion on social media about how fans and influencers should behave during matches. A few were upset by the disruption. An X user called the photoshoot “one of the cringiest things I’ve ever seen live” and added, “The US Open used to be an actual tennis tournament.”
This was one of the cringiest things I’ve ever seen live. The US Open used to be an actual tennis tournament https://t.co/1kAYND6VOe pic.twitter.com/c1jbi4lUlQ
— Danny Singer (@michiganboy310) September 2, 2026
Independent commentator, Tony Lane wrote: “A US Open umpire had to stop play to call out a group of influencers staging a full photoshoot – lights and all – in the stands during Naomi Osaka’s first-round match. A four-time Grand Slam champion competing, and people in the crowd treated it like a backdrop for content. Where’s the line between enjoying a match and turning it into your personal photo studio?”
There were many who defended the content creators as well, saying they should be free to enjoy the event.
A user wrote, “i’m sorry but posts like this are just giving micro-aggression… this is the US OPEN not a funeral! people spend their hard earned money to attend. let them have fun and mind your business, if it’s disrupting the match the umpire will handle it. the tennis community is so lame and stuck up sometimes 💀 genuinely who gaf if people film tik toks and take pictures this is a MAJOR sporting event.”
One pointed out that the US Open is known for its casual and lively atmosphere, posting, “The concept of getting annoyed by people recording a silly little video during a delay at the US Open, historically the most casual, trendy, and rowdy of the Grand Slams, is funny to me.”
Others believe that the sport needs to evolve and embrace new ways of promoting tennis. An X user tweeted, “As long as they aren’t doing it during play, what exactly is the issue? Let people promote the sport; this is good.”
As long as they aren’t doing it during play , what exactly is the issue. Let people promote the sport , this is good 🙄 https://t.co/q3JULoQdLQ
— Thierry T (@thierryAgain) September 2, 2026
And that is exactly what USTA is trying to do. For context, the growing role of social media creators at the US Open is also clear from the number of credentials issued this year. Before the tournament, USTA director of media operations Jeanmarie Daly told Front Office Sports that the tournament had approved credentials for nearly 100 content creators in 2026, almost double last year’s 54.
Daly said the USTA had discussed the creator program for a long time. “We realized we live in a world where traditional media and content creators reach different audiences in different ways,” Daly explained. “Our goal for the program was to have the broadest possible spectrum of coverage for the tournament.”
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Meanwhile, the tour’s top stars are supporting the trend. World No. 1 Aryna Sabalenka welcomed the influencer presence, stating, “I love it, I love it. It’s more eyes on [our] sport. They all dress up, they all look beautiful, and they all support us in their way.”
Daniil Medvedev also backed the USTA’s push to bring more influencers into tennis, saying, “The more the sport grows the better it is.” He acknowledged that content creators using bright lights could sometimes disrupt play but said, “I trust USTA with what they’re doing.”
Despite the brief chaos, Osaka ended up defeating Zakharova 7-6, 7-6 to reach the second round. Next up, the 13th seed will face Kateřina Siniaková.
