You could argue that the overwhelming number of influencers attending the U.S. Open are doing their job – having an influence on tennis’ final Grand Slam of the year – but one could also say they’re doing so in the worst, most negative way imaginable.
Influencers and celebrities attending the U.S. Open simply to be seen is nothing new. After all, it’s one of tennis’ biggest events and is held in New York City. Posing for photos, hoping to be caught on a broadcast, or simply taking advantage of an invite for a luxury outing in a suite is one thing, but causing a pause in the action would be crossing a line.
Well, in one of the most stereotypical 2026 moments imaginable, that’s exactly what unfolded on Monday night at Arthur Ashe Stadium.
As four-time Grand Slam winner Naomi Osaka was preparing to serve at deuce during the fourth game of the second set against Anastasia Zakharova, the chair umpire, Kader Nouni, took a moment to address a group that was causing a disturbance.
“Guys, please, in the suite behind me, thank you guys, please take your seat,” Nouni said to the audience.
One video shared on TikTok that has gone viral across social media shows a woman using a large, very bright light to capture content during the middle of Osaka’s match. Another video shows a large group of influencers in a suite collectively recording some sort of promotion, asking their audience, “Did you miss us?”
Perhaps the most eye-opening aspect of the entire situation is that the United States Tennis Association (USTA) has brought this type of scenario upon itself at the U.S. Open.
Content creators, 54 to be exact, were credentialed as media for the first time at the 2025 U.S. Open. This year, that number of credentialed influencers is “close to 100,” according to USTA director of media operations Jeanmarie Daly.
“We realized we live in a world where traditional media and content creators reach different audiences in different ways,” Daly told Front Office Sports ahead of this year’s tournament. “Our goal for the program was to have the broadest possible spectrum of coverage for the tournament.”
Osaka went on to win her opening round, every-so-slightly-delayed match against Zakharova in straight sets.
