Lights, camera, action: Irksome influencers at the US Open are here to stay

What the report says

Al Jazeera reports that influencers have become a visible and contentious presence at the US Open in New York, where their behavior has drawn complaints from players, officials and spectators. The issue came into focus during the opening days of the 2026 tournament at Flushing Meadows, when disruptive photo shoots, flash photography and movement during live points led to repeated reminders about tennis etiquette.

According to the report, about 100 influencers were formally accredited for the event, including creators focused on food, drinks, fashion and behind-the-scenes atmosphere. The article says tournament organisers have used this kind of social media promotion as a cost-effective way to reach audiences that traditional sports coverage may not capture, even though the exact payments to creators were not disclosed. Al Jazeera quotes sports marketing and ethics experts who say the strategy can help tournaments feel more accessible, but they also warn that engagement should not come at the expense of competition.

Players voiced similar concerns. Naomi Osaka and Jessica Pegula said influencers can help popularize tennis, but should not disrupt play or show disrespect to athletes and fans. Daniil Medvedev also acknowledged the promotional value of social media, while noting the distractions can make matches harder for players. The US Open responded with on-screen warnings against flash photography and later said two influencers had their access revoked after being incorrectly credentialed.

The broader takeaway, as presented by Al Jazeera, is that influencer marketing is likely to remain part of major sports events despite backlash, reflecting the changing way tournaments try to connect with younger and more digital audiences.