The US Open, tennis itself fights for the attention

At the U.S. Open, tennis fans and players say they’re competing for attention with influencers and content creators. During this year’s tournament at Louis Armstrong Stadium, world No. 1 Aryna Sabalenka stopped play in her third-round match against Kamilla Rakhimova after telling the chair umpire that someone was smoking weed. Play resumed and Sabalenka won 6-3, 6-4. The incident reflects complaints about match disruptions, including photo shoots, bright lights, and videos. The debate has intensified as the number of credentialed content creators doubled from last year, officials say. Naomi Osaka’s match featured a photo shoot in a luxury suite while play was underway, prompting an intervention from the umpire. Coco Gauff welcomed influencers but suggested brands provide etiquette guidance, while Jessica Pegula called some behavior disrespectful. The USTA has leaned into the Open as a cultural event as well as a sporting one.