Players and organisers must manage crowd behaviour after the US Open accredited around 100 influencers and content creators, double the number from last year, and several incidents disrupted play. The enlarged creator presence has split opinion across the tournament, forcing fresh reminders about spectator etiquette and renewed scrutiny of the policy to broaden tennis’ audience.
World number four Coco Gauff welcomed the wider reach but urged respect for the sport’s norms, saying, "I definitely think it's cool to have a new demographic and I definitely think it helps grow the sport. But if you're being invited to a red carpet, you wouldn't show up in jeans. I think it's just follow the etiquette of the sport. That's all."
Tensions came to a head during Naomi Osaka's first-round match on Arthur Ashe Stadium, where a group in a hospitality suite staged a photo shoot and switched on a portable ring light while Osaka was serving. The chair umpire reprimanded them during play, and Osaka said the official had to ask the crowd to be quiet several times, "more than I've ever heard an umpire tell a crowd to be quiet." She added that noisy filming "bothered my opponent, too," and called for better management so creators understand the sport's etiquette.
Video that circulated online showed a group speaking loudly as they filmed themselves, prompting an in-match call for silence. Reactions among players vary. Daniil Medvedev said he trusts the organisers and believes expanding the sport's audience carries "a lot more upside than downside, so go for it." Frances Tiafoe praised the wider mix of spectators, calling the crowd diversity part of the Open's appeal.
Others were less forgiving. Jessica Pegula described some behaviour as "disrespectful," noting the impact of selfie lights and on-court interruptions on players who are trying to perform. Tournament chief executive Craig Tiley defended the creator credential as a way to reach new audiences, saying organisers must "find ways of reaching new audiences, reaching people in a way that they connect with media today," and that the credential has enabled engagement "in a way that they're listening."
Organisers point to policy changes introduced since 2024, including free fan movement and a longer tournament schedule with a marketed 'Fan Week', as part of an effort to broaden appeal. Since the Osaka incident, the grounds have displayed messages asking spectators to "refrain from any activity that could disrupt the game, including noise levels, flash photography and ring lights." The USTA said it "is always striving to grow tennis in this country and bring new audiences into the sport."
