US Open 2023: Tennis Meets the Content Economy
At Flushing Meadows this year, the soundtrack of the US Open is no longer just the thud of the ball and the murmur of the crowd. It’s the click of cameras, the glow of ring lights, and the constant hunt for the perfect shot.
Tennis has collided head-on with the content economy, and the fault lines are starting to show.
The number of accredited content creators and influencers at this year’s tournament has doubled compared to last year, a deliberate push by organisers to tap into new audiences and younger eyes. The move has worked in one sense: social feeds are flooded with behind-the-scenes glimpses of New York’s Grand Slam.
On court, though, patience is wearing thin.
Umpires step in as influencers cross the line
Chair umpire Kader Nouni set the tone early in the tournament when he stopped play to admonish a group of influencers in a suite who were recording a video in the middle of a point. It was a rare, public rebuke, and a clear sign that the novelty of on-site content creation had tipped into disruption.
Another flashpoint came when a creator fired up a bright portable ring light to take photos, the harsh glare cutting through the night session ambience. It wasn’t just a bad look. It was a direct interference with players trying to serve under pressure.
During Naomi Osaka’s second-round win, chair umpire Marijana Veljovic repeatedly asked fans to quieten down, fighting a rising tide of chatter, movement, and phones held aloft. Osaka, a two-time US Open champion and one of the sport’s most recognisable global figures, did not mince her words.
“I think obviously if you come to a sporting event, you have to respect the sport,” she said. “I feel like it’s common courtesy to read up on the sport, especially the etiquette.”
The message was simple: new audiences are welcome, but not at the cost of the game’s basic standards.
A new policy, and new problems
The US Open’s own changes have added fuel to the debate. In 2024, the tournament introduced a policy of free fan movement, scrapping the long-standing rule that spectators must wait for changeovers to take their seats.
That decision has transformed the feel of the grounds. The event is looser, more festival-like, more accessible. It also means more people moving in and out during points, more distractions, and more opportunities for those chasing content to roam at will.
Since Osaka’s opening match, organisers have responded with increased messaging on stadium screens, urging fans to avoid anything that could disrupt play: excessive noise, flash photography, ring lights. The reminders are frequent. The incidents keep coming.
Pegula: ‘It seems a bit disrespectful’
For players, this isn’t a culture war. It’s their workplace.
American No 1 and third seed Jessica Pegula summed up the tension with a mix of pragmatism and frustration.
“I can appreciate the influencers coming and showcasing the US Open experience,” she said. “But I do think that it’s tough when you see videos when they’re taking pictures and using the selfie lights.
“People are down there trying to perform. It’s their career and their job. It seems a bit disrespectful.”
Celebrities at the US Open are nothing new. The tournament has long been a magnet for A-listers and power brokers, from Hollywood royalty to former US President Donald Trump. The ultra-wealthy have always paid thousands to be seen in the best seats.
This feels different. The influencer boom isn’t about being seen; it’s about capturing and selling the experience in real time. The stands have become both theatre and studio, and tennis is having to decide how much of that it can tolerate.
Gauff welcomes new fans – with conditions
World No 4 Coco Gauff, one of the central figures in the sport’s future, sees the upside. She knows what a younger, more digital audience can do for tennis.
“I definitely think it’s cool to have a new demographic and I definitely think it helps grow the sport,” she said.
Then came the line that cut through the noise.
“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 the crux of it. The US Open wants to be both a global sporting event and a cultural happening. Gauff is happy for the sport to evolve, but not to abandon the quiet, concentrated intensity that defines tennis at the highest level.
Inside the influencer perspective
Not all creators are chasing clout at any cost. Eliza Wastcoat is part of the new wave: an influencer who actually understands the sport, its rhythms, and its codes. She has built a social media channel around the intersection of tennis and fashion, and her relationship with the game runs deep. She once served as a Wimbledon ball kid, moved to the United States to attend Lehigh University, and later worked at a creative agency.
For her, the opportunity is obvious – but so is the responsibility.
“There is a space in tennis for influencers and content creators to be welcomed into the sport and reach new audiences,” she said, “but I think there’s ways in which the sport can do that which includes content creators and influencers who appreciate the sport itself and the etiquette of it and for those who are maybe new and are bringing new audiences in.”
She believes the onus is shared.
“I do think it’s the responsibility of both the brands, the tournaments and the individuals coming to read up a little bit and understand the etiquette of the type of sporting event they’re going to.
“Tennis has really opened up its doors to change but ultimately players need some quiet and the ability to concentrate.
“We all want tennis to grow so inviting people in and making it an all-round experience is great for the game, so it’s just an opportunity to further educate people about the game on what tennis is.”
In her view, the solution isn’t to shut the doors. It’s to be more selective about who comes in, and how they behave once they’re inside.
USTA searches for the right balance
The United States Tennis Association knows it is walking a tightrope. The organisation wants the US Open to feel modern, vibrant, and open, without turning the court into a backdrop for every passing trend.
“We are continually looking for ways to ensure fans in the stands know what is permitted and what is prohibited,” read a statement from the governing body, which stressed its desire for fans to have an “incredible time” without interfering with play.
For Wastcoat, this is as much a learning process for the USTA as it is for the new wave of guests.
“What’s the balance of how many credentials or tickets do we give to folks who are new, or how many do we give to creators who know and appreciate the sport? It’s trying to find that balance,” she said.
“Experiences like this show that tennis is increasing in popularity so in the end more people are going to be a part of it. There’s more opportunity with brands than there ever has been and I expect that to continue.”
That popularity is the prize everyone is chasing: players, organisers, brands, and influencers alike. The question now is whether the sport can harness that surge without losing the silence between serve and return that has always defined its most sacred moments.
