San Francisco Frontiers - US Open under the influence: content creators spark debate

The US Tennis Association doubled down this year on credentials awarded to content creators -- reportedly handing out almost 100 after making 54 available in 2025 to amplify the tournament's presence on social media.

The influencers focus not just on tennis, but on fashion, food and lifestyle topics that are now an inextricable part of the game.

But the embrace of content creators sparked some backlash when the chair umpire of Naomi Osaka's first round match against Anastasia Zakharova had to shush a group in a courtside suite who appeared to be conducting a noisy photo shoot during a point.

"I think I can appreciate, you know, the influencers coming and kind of showcasing the US Open experience," Pegula said.

"I think that's something that the US Open has utilized a lot as far as food and drinks and things to do and the shops. That part is part of a fan experience and something that people might not know and make them want to go.

"But I do think that it's tough when you see videos like that, when they're taking pictures and using the selfie lights.

"People are down there trying to perform, and it's their career and their job. It seems a bit disrespectful," Pegula concluded.

Russian Daniil Medvedev, a former world number one and the 2021 US Open champion, said the more focus on the sport the better, and any problems can be ironed out.

"In general, the more the sport grows, the better it is," Medvedev said.

"For sure, if it disturbs during the play, like if you see the light or something, well, you always say to the referee.

"(It) can be sometimes challenging, like if during the point this happens. But I'm pretty sure as well, even them, you know, maybe one time they do it, and then someone tells them not to do it.

"I think (there is) a lot of more upside than downside, so go for it."

M.Hill--SFF