Influencers and on-court disruptions spark debate at the U.S. Open

Players at the U.S. Open said the growing presence of influencers and content creators is interfering with matches. World No. 1 Aryna Sabalenka halted play during her third-round match after noticing a smell of marijuana, telling the chair umpire, "Someone is smoking weed." The match resumed and Sabalenka won in straight sets, 6-3, 6-4.

The tournament has seen the number of credentialed content creators double from the previous year, and incidents such as a photo shoot with bright lights in a luxury suite during Naomi Osaka’s match have drawn umpire intervention.

Coco Gauff welcomed the new audiences that influencers bring but suggested that brands should educate them on tennis etiquette. "I think the brands should just educate them on tennis etiquette," she said. Jessica Pegula described some of the behavior as "disrespectful."

The U.S. Tennis Association has promoted the Open as both a cultural and athletic event, emphasizing celebrity appearances, fashion and social media. While this strategy has increased visibility for the sport, officials noted that no individual was located smoking inside the stadium, and the incident highlighted tension between on-court focus and off-court spectacle.