US Open 2026 Influencers Cause Disturbance: Osaka, Sabalenka and Gauff Speak Out

The second day of the 2026 US Open witnessed an awkward moment when Naomi Osaka had to stop her first-round match because a group of content creators set up a photoshoot in a courtside suite while a point was still live. The incident occurred in the fourth game of the second set with the score at deuce. Umpire Kader Nouni addressed the group over the microphone: "Guys, please, in the suite behind me, thank you, please take your seat." Osaka lost her rhythm, her toss went astray, and she had to apologize to opponent Anastasia Zakharova before resuming. Despite this, Osaka won in straight sets. This incident reflects a larger trend at the 2026 US Open: the USTA nearly doubled the number of influencer credentials, from 54 in 2026 to almost 100. Media Operations Director Jeanmarie Daly said the goal was to reach the "broadest possible spectrum" of audiences, including those who do not typically follow tennis. These creators cover diverse fields like fashion, food, and lifestyle; last year alone they generated over 5.5 million social media engagements. However, their lack of awareness about on-court etiquette has led to disruptions. Jessica Pegula, the world No. 3 from the USA, expressed support for influencers showcasing the tournament experience—from food and drinks to the general atmosphere—because it makes attending the Open appealing to new audiences. But she also did not hold back, saying the current level of disruption has "gotten a little maybe too much" this year and "seems a bit disrespectful" to those performing for their careers. Meanwhile, Daniil Medvedev, the 2026 champion, looked at the bigger picture. He said the more the sport grows, the better, and he trusts the USTA's approach. He was pragmatic about disruptions: if a light or a distraction occurs during a point, players can simply flag it to the umpire, and most creators would course-correct once told. In contrast, Aryna Sabalenka, the world No. 1 from Belarus, took the most positive stance. She said: "I love it, I love it. It's more eyes on our sport." She fully supports the presence of influencers at the tournament. Osaka, who was directly affected, struck a balanced tone. She acknowledged that creators can genuinely help grow the sport's reach, but they must have a basic obligation to understand the sport when attending an event. "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 sport," she said, adding that the etiquette side needs to be managed far better than it was during her first-round match. Coco Gauff echoed similar sentiments with a vivid comparison: showing up to a match without knowing its norms is like walking a red carpet in jeans. She does not mind the new demographic, but asked for simple adjustments: no flash photography, keep noise down because Ashe is already loud, and definitely no filming or talking during live points. "It's not just for the players but for the viewing experience, for those around," she said. This incident raises a question about the balance between expanding new audiences and maintaining the dignity of a Grand Slam. Does the USTA need to issue clearer guidelines for influencers, or require a "how to watch tennis" crash course before granting credentials? The 2026 US Open is still long, and similar debates are likely to continue.