Naomi Osaka has urged influencers attending the US Open to “read up” on tennis etiquette after a content-creation session disrupted her first-round match at Arthur Ashe Stadium in New York.
Play was briefly interrupted during Osaka’s meeting with Anastasia Zakharova on Monday, August 31, when spectators in a hospitality suite were heard shouting and appeared to be filming with phone flashes and portable lighting as the players prepared to continue.
Chair umpire Kader Nouni intervened and called for quiet, with footage from the stadium showing a group posing for a video while the match was under way.
Osaka, who defeated Zakharova 7-6, 7-6, said she supported efforts to use social media to attract new audiences to tennis, but believed those attending matches should understand the basic rules before arriving.
“Overall, I think there is huge positives. You want people to continue to grow the sport,” Osaka said. “I just think it has to be in a way that everyone knows the rules and the etiquette.”
She added that the noise had been more distracting than the lights, saying there were moments during her opening match when shouting from the crowd could be heard clearly and appeared to affect her opponent as well.
US Open responds to influencer criticism
The incident has prompted renewed debate over the growing presence of influencers at the US Open. The United States Tennis Association said it had issued credentials to approximately 100 content creators for this year’s tournament, compared with 54 when the scheme began in 2025.
A USTA spokesman said the organisation welcomed new fans but needed to ensure their activity did not interfere with competition. The tournament has since reminded spectators through emails, notifications to suite holders and messages on video boards that flash photography and other lighting devices should not be used during match play.
Signs displayed at the Billie Jean King National Tennis Center also ask fans to refrain from using flashes or additional lighting while matches are in progress. The USTA said such incidents were infrequent and that chair umpires could address the crowd when disruptions occurred.
Osaka’s comments came as players and spectators questioned whether the tournament’s push for online attention was clashing with the traditions of live tennis, where fans are expected to remain still and quiet while a point is being played.
“It’s common courtesy to read up on the sport, especially the etiquette,” Osaka said, while acknowledging that influencers could help tennis reach people who might not otherwise follow it.
