Experts indicate that social media influencers are likely to remain a feature of major sports events, despite some negative reactions from players and spectators. At this year’s US Open, influencers have drawn attention for disrupting play and not adhering to traditional tennis etiquette. The event, held at Flushing Meadows in New York, has seen influencers using flashy ring lights and taking selfies during matches, which has led to complaints from players and fans.
According to sports media experts, the presence of influencers is a growing trend in sports marketing, with the US Open formally accrediting 100 influencers this year. Players have expressed a desire for respect towards the game and its participants rather than outright opposition to the influencers themselves. For example, a chair umpire reprimanded influencers for a disruptive photo shoot during a match involving two-time US Open champion Naomi Osaka.
Instances of influencers taking photos during play have been noted, which some consider a breach of tennis etiquette. Videos on social media have shown influencers moving around the stands during matches, often disregarding the experience of other fans.
Leslie Koroma, CEO of Africa Sports Ventures Group, noted that influencers represent a cost-effective marketing trend in sports. While traditional journalists have typically covered sports, the rise of influencers is seen as a shift in how events are marketed. Koroma stated, "This isn’t going away any time soon; we’re living in a digital, tech age, and this trend will continue."
The financial details regarding what brands and the US Open pay influencers remain undisclosed, but it is suggested that these costs are significantly lower than the $17 million allocated for marketing in 2023 and 2024, down from $30 million in 2021 and 2022, according to the United States Tennis Association (USTA).
Nasha Smith, a sports media ethics professor at Arizona State University, highlighted that influencers can reach audiences that traditional media may not. She explained, "The biggest thing influencers bring to the table is access to an audience... that can be incredibly valuable from a marketing perspective."
Of the 100 influencers accredited, 20 focus on food and beverage coverage, while others highlight the overall atmosphere and fan experiences at the event. Smith cautioned that engagement metrics should not be the sole measure of success, emphasizing the importance of translating online interest into real-world attendance and viewership.
Experts believe that the integration of influencers into sports marketing will continue to evolve, with tournament organizers needing to balance engagement with the integrity of the event. Osaka commented on the need for respect at sporting events, stating, "Obviously if you come to a sporting event, you have to respect the sport."
Players like Jessica Pegula and Daniil Medvedev have expressed mixed feelings, acknowledging the potential for influencers to popularize tennis while also noting the challenges posed by distractions during matches. In response to the disruptions, US Open organizers displayed messages urging spectators to refrain from using flash photography during play. Additionally, two influencers had their access revoked due to incorrect credentialing.