Arthur Ashe Stadium, the main arena of the US Open, has a capacity of over 23,000. Tennis etiquette includes unwritten rules such as apologizing after winning a point from a net cord, honesty regarding line calls, and post-match handshakes. Spectators are also expected to avoid disturbing players during points. Approximately 100 influencers and content creators have received accreditation for the tournament in New York, which is double the number from the previous year. Their presence has sparked discussions about how to engage a new audience while maintaining the sport's etiquette.
World number four Coco Gauff stated, "I definitely think it's cool to have a new demographic and I definitely think it helps grow the sport. 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 all."
During Naomi Osaka's first-round match, a group of influencers held a photo shoot in their hospitality suite while play was ongoing, using a portable ring light during Osaka's serve, which led to a reprimand from the umpire. Osaka noted, "Today the umpire told everyone to be quiet more than I've ever heard an umpire tell a crowd to be quiet. I tell people I normally just focus on the match and the court, but there was a moment where there were people shouting and you could hear it quite clearly."
In a viral video, a group was seen speaking loudly while filming themselves during Osaka's match, prompting the chair umpire to intervene. Osaka emphasized the need for respect at sporting events, stating, "I feel like it's common courtesy to read up on the sport, especially the etiquette. It could be a good thing for people to make the sport of tennis popular to their specific audience, but I think it has to be managed a lot better, especially in the situation like my first-round match. Overall, I think there are huge positives. You want people to continue to grow the sport. I just think it has to be in a way that everyone knows the rules and the etiquette."
Men's seventh seed Daniil Medvedev expressed that raising awareness about tennis is beneficial, stating, "I think the more we try to raise awareness about tennis, the better it is, the more popular the sport is. The more the sport grows, the better it is. I trust USTA with what they are doing. I think there is a lot more upside than downside, so go for it."
American 11th seed Frances Tiafoe praised the diversity of the crowd, saying, "I think the Open is great because you get all types of people that want to come and watch tennis. All different walks of life, different types of people, different types of occupations. Personally, I love that. I have no problem with anybody doing anything, coming to watch the tennis."
Jessica Pegula, ranked third in the world, noted some behaviors as disrespectful, stating, "I can appreciate the influencers coming and showcasing the US Open experience. 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. I think it's become a little too much this year."
The US Open introduced a policy of free fan movement in 2024, allowing fans to take their seats without waiting for changeovers. The tournament was expanded to 15 days, and the week before the singles draw is now marketed as 'Fan Week', featuring mixed doubles competitions and exhibition matches. Tournament chief executive Craig Tiley stated, "We need to find ways of reaching new audiences, reaching people in a way that they connect with media today. The creation of the creator credential has been a key part of that because it's enabled us to talk to people in a way that they're listening. That's been a big focus."
Following the incident during Osaka's match, there has been increased messaging around the venue reminding attendees to refrain from activities that could disrupt the game, including noise levels and flash photography. The USTA stated, "We are always striving to grow tennis in this country and bring new audiences into the sport. We want all of our fans and guests to have an incredible time when they attend, but we also need to ensure they do not interfere with the action and competition on the court. We are continually looking for ways to ensure fans in the stands know what is permitted and what is prohibited."