A huge discussion around tennis etiquette has been sparked at the US Open due to the disruption caused by a growing number of content creators and influencers at Flushing Meadows.
The number of content creators who have been accredited to cover this year's final Grand Slam of the year has doubled from last year in a move by organisers to reach new audiences. Yet the noise and disturbance caused by them in the stands as been felt by players on court.
Chair umpire Kader Nouni admonished a group of influencers in a suite for recording a video in the middle of a point, while another incident saw a creator using the use of a bright portable ring light to take photos.
Meanwhile, in Naomi Osaka's second-round victory, chair umpire Marijana Veljovic asked fans several times to be quiet.
Some players have questioned whether the push for online engagement has gone too far with two-time champion Osaka saying: "I think obviously if you come to a sporting event, you have to respect the sport.".
"I feel like it's common courtesy to read up on the sport, especially the etiquette."
The US Open introduced a policy of free fan movement in 2024, meaning spectators no longer have to wait to take their seats during changeovers.
And since Osaka's opening match, there has been increased messaging on screens reminding people to refrain from any activity that could disrupt the game, including noise levels, flash photography and ring lights.
American and third seed Jessica Pegula has said some of the behaviour has been "disrespectful".
"I can appreciate the influencers coming and showcasing the US Open experience," she said. "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."
Celebrities have long been ubiquitous in the stands - from A-list stars to US President Donald Trump - as the ultra-wealthy shell out thousands of dollars for seats to get through Flushing Meadows' doors.
But the growing love affair between influencers and the premier American tennis event has caused some growing pains.
World No 4 Coco Gauff welcomed the influx of new fans but said they should respect the traditions of tennis.
"I definitely think it's cool to have a new demographic and I definitely think it helps grow the sport," she said.
"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."
Eliza Wastcoat is an influencer who has a passion and knowledge for tennis. She has even launched her own social media channel exploring the intersection of tennis and fashion.
Wastcoat, who moved to America to attend the prestigious Lehigh University, and began her professional career at a creative agency, believes there is room to grow the game but only if organisers and influencers can work together.
"There is a space in tennis for influencers and content creators to be welcomed into the sport and reach new audiences, but I think there's ways in which the sport can do that which includes content creators and influencers who appreciate the sport itself and the etiquette of it and for those who are maybe new and are bringing new audiences in," said Wastcoat, who served as a Wimbledon ball kid when she was younger.
"I do think it's the responsibility of both the brands, the tournaments and the individuals coming to read up a little bit and understand the etiquette of the type of sporting event they're going to.
"Tennis has really opened up its doors to change but ultimately players need some quiet and the ability to concentrate.
"We all want tennis to grow so inviting people in and making it an all-round experience is great for the game, so it's just an opportunity to further educate people about the game on what tennis is."
The United States Tennis Association said it wanted fans to have an "incredible time" while ensuring they did not interfere with the action.
"We are continually looking for ways to ensure fans in the stands know what is permitted and what is prohibited," read a statement from the governing body.
Wastcoat said it's also a learning curve for the USTA, adding: "What's the balance of how many credentials or tickets do we give to folks who are new, or how many do we give to creators who know and appreciate the sport? It's trying to find that balance.
"Experiences like this show that tennis is increasing in popularity so in the end more people are going to be a part of it. There's more opportunity with brands than there ever has been and I expect that to continue."
The US Open is live on Your Site from August 30. and the . You can also watch the Laver Cup at The O2 in London from 25-27 September live on Your Site.
