US Open 2024: Balancing Tradition and Influence

At Flushing Meadows this year, the soundtrack of the US Open has changed. The thud of ball on strings and the murmur of the crowd now compete with the click of phones, the glare of ring lights and the low hum of content being created in real time.

The sport’s oldest etiquette is colliding with its newest audience.

Influencers in the firing line

The number of accredited content creators at this year’s tournament has doubled compared to 2023, a deliberate move by organisers to chase younger eyes and new markets. The result has been a tournament that looks different, sounds different – and, according to some players, feels different on court.

Chair umpire Kader Nouni was forced into an unusual intervention earlier in the event, turning his attention away from the baseline to a suite above it. A group of influencers were recording a video in the middle of a point. Nouni stopped play and admonished them.

Another incident involved a bright portable ring light being used for photos, its harsh glow cutting through the stadium and straight into the players’ eyeline.

The message from the chair has been clear: phones down, lights off, point in progress.

Osaka, Pegula and Gauff draw a line

Naomi Osaka, a two-time US Open champion and one of the sport’s most recognisable faces, did not dress up her view after her second-round win. For her, this is simple.

“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.”

Her match had already illustrated the problem. Chair umpire Marijana Veljovic repeatedly asked fans to be quiet, her voice cutting through the night air as the noise in the stands kept bubbling over.

American No 1 Jessica Pegula, seeded third, went a step further, calling some of what she has seen “disrespectful”.

“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.”

Coco Gauff, world No 4 and one of the faces of this new era, understands the value of fresh eyes on the sport. She also understands the cost when the basics are ignored.

“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 analogy that landed.

“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.”

A new policy, a new problem

The tension has been sharpened by a major change in how the US Open runs its show.

In 2024, the tournament introduced a policy of free fan movement. Spectators no longer have to wait for changeovers to take their seats. It’s a move designed to loosen up a sport often accused of being too stiff, too rule-bound, too exclusive.

The unintended consequence? More people moving, more phones up, more distractions as points unfold.

Since Osaka’s opening match, the USTA has ramped up in-stadium messaging. Screens now flash reminders urging fans to keep noise down, avoid flash photography and ditch the ring lights. The language is polite. The subtext is not: enjoy the show, but don’t become it.

Celebrities have always been part of the US Open’s theatre. A-list actors, musicians, even a former US President have paraded through the luxury suites for years. The ultra-wealthy pay thousands of dollars for the privilege of being seen in the right box on the right night.

The influencer wave is different. This is not just about being seen; it is about broadcasting, monetising and packaging every moment. The court is no longer just a stage. It is content.

‘We all want tennis to grow’

Not every creator turning up in Queens is chasing clout with no feel for the game.

Eliza Wastcoat is part of the new class the USTA wants to reach, but she also speaks the language of the sport. A former Wimbledon ball kid, she moved to the United States to attend Lehigh University and built a professional career at a creative agency. Now she runs a social media channel focused on the intersection of tennis and fashion.

She sees the opportunity – and the risk.

“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.”

For Wastcoat, the responsibility 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.”

USTA walks a tightrope

The United States Tennis Association knows exactly what it is trying to do: keep the sport’s traditions while tapping into a digital audience that lives on its phone.

In a statement, the governing body said it wants fans to have an “incredible time” but not at the expense of the tennis.

“We are continually looking for ways to ensure fans in the stands know what is permitted and what is prohibited,” the USTA said.

Wastcoat describes it as a learning curve for the organisation as well.

“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.

“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 is the crux of the debate at this US Open. Tennis wants the noise around it. The question, as the ring lights flicker and the chair umpires call for silence, is how much of that noise it can afford to let inside the lines.