Most of us have become too familiar with the term “influencer,” referring to an online personality who generates interest in something by posting about it to their immense following. Often, I am not annoyed by these online personas, but recently they have become increasingly hard to ignore.
This issue revealed itself to me this week as online discourse regarding influencers at the U.S. Open, a Grand Slam tennis tournament in New York City, took place. Usually, a viewer sees videos about the tournament’s popular cocktail, the Honey Deuce, or great tennis. But this year, influencers stole the spotlight in an unprecedented way. Many fans complained as content creators made distracting videos throughout the tournament.
Last year, 54 content creators were given media credentials for the event, attempting to reach new audiences, specifically a younger audience that relies on social media more than other entertainment platforms. This year, that number doubled, reaching close to 100 creators attending. For a sport expecting match etiquette and respectfulness during points, those influencers missed the mark completely.
During a first-round match between Naomi Osaka and Anastasia Zakharova, the umpire briefly paused play to address a suite of influencers' use of ring lights. The video quickly gained traction online, as many attendees were upset by the lack of awareness of the game’s rules and expectations. Other videos began to circulate, displaying how disruptive it was to the match’s atmosphere. However, tennis players had mixed opinions.
Osaka, who is well known for her skill and being a fashion icon while playing, had an opinion to share.
"If you come to a sporting event, you have to respect the sport,” Osaka said in an article by USA Today. "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."
Another player, Jessica Pegula, echoed a similar sentiment, calling the influencer's tendencies "a bit disrespectful."
Social media has become ground zero for younger generations. According to the American Press Institute, 57% of teens and adults use social media as a regular source for news, and 81% of teens use independent sources like influencers for their news content. Social media is incredibly accessible for young teens and adults, and brands target these platforms.
It makes sense why tennis tournaments would want to attract younger demographics and draw in new fans, but some environments reject the constant filming, engagement and movement that are trademarks of influencers and social media. A tennis stadium is a space where a player should be able to expect quiet and an environment to focus, which is why these two worlds clash so much.
Additionally, social media’s popularization of the tournament affected many tennis fans who simply wanted to see the event. According to Yahoo! Sports, the average 2025 men's and women’s singles finals tickets were $1,615 and $825, respectively, increasing to $1,732 and $1,230 this year. This increase limits the number of fans who can enjoy the event as social media buzz created more interest.
The popular drink, the Honey Deuce, has also fallen victim to the same price increase. Debuting in 2007, the drink was originally $12. Due to the event’s continued popularity growth, the price increased by 90%, costing fans $23 today.
Ultimately, not every space has to be turned into content for influencers. Although it draws attention to tennis and other sports that could use a younger audience, the attention brought is not always the best. Fans of the sport begin to view younger people who want to get involved as nuisances, just there to follow a trend.
When any event becomes an aesthetic trend for social media branding, the event’s soul is lost in a new wave of temporary fans. In tennis’s case, die-hard fans who love the sport may not be able to afford to see a match, or if they can, they are forced to deal with others who do not understand or respect the sport’s atmosphere.
Not everything needs to be shown off by someone with a giant ring light and a trendy sound. But if we have to continue dealing with influencers at every popular event, at least make sure the brands educate them beforehand so they understand the atmosphere they are going into and how to best respect it. Until creators learn this boundary, fans will continue to feel the effects they bring.
Jack Shirley is a sophomore studying journalism at Ohio University. Please note the opinions expressed in this column do not represent those of The Post. Want to talk to Jack about their column? Email them at js553624@ohio.edu.
