The 2026 US Open was supposed to be a celebration of tennis, but for many fans, it's turned into a circus of content creation. The United States Tennis Association (USTA) made a bold move this year, nearly doubling its "content creator program" to include close to 100 influencers, according to Front Office Sports. While the idea was to bring fresh perspectives to the tournament, the execution has left a bitter taste in the mouths of traditional tennis enthusiasts.
On Tuesday night at Arthur Ashe Stadium, a group of influencers in a suite decided to film TikToks during the tennis action, much to the dismay of nearby spectators. The cringe-worthy scene was captured on video and quickly spread across X (formerly Twitter), sparking outrage.
"This was one of the cringiest things I've ever seen live. The US Open used to be an actual tennis tournament," one fan wrote. Another chimed in, "We've taken our bad manners from movie theatres to tennis arenas. This is why we can't have nice things. Bunch of clowns!"
The frustration isn't limited to Tuesday's incident. During Naomi Osaka's first-round match against Anastasia Zakharova on Monday night, influencers were spotted using a ring light mid-match. One TikTok user shared their experience: "I just went yesterday and yes, this year was so bad. People laughing and talking having very loud conversations during a serve!!!! Like why are you here if you're not even going to watch the match?"
This trend has ignited a broader debate about the growing presence of influencers at sporting events. Many argue that these content creators are more focused on their social media feeds than the actual competition, often disrupting the experience for paying fans. A tennis fan on X summed it up: "To everyone who doesn’t get it. You can have all fun you want & do whatever influencing you want at a tennis match HOWEVER when the players are playing you stay seated & quiet. At changeover/break, you’re free to do whatever & move around. You can’t disrupt as they play."
Some have gone even further, calling for bans. "These people should be banned from attending any future sporting event in their lifetime," declared one outraged social media user.
The USTA's decision to expand its creator program was meant to tap into the massive reach of influencers, but it's backfiring among traditional tennis fans who feel the sport's integrity is being compromised. The organization is also employing about two dozen creators to produce content on behalf of the US Open, covering everything from food and merchandise to the social scene—often at the expense of on-court action.
This isn't an isolated issue in sports. From fan contests being criticized as rigged to stores banning influencers entirely, the tension between content creators and traditional audiences is reaching a boiling point.
As the US Open continues, the question remains: Can the tournament find a balance between embracing new media and preserving the respectful atmosphere that tennis is known for? For now, it seems the influencers are winning, but the backlash is growing louder with each passing day.
