Influencer antics at US Open spark debate over creator behavior

During Naomi Osaka's match against Anastasia Zakharova at this year's US Open, an umpire repeatedly paused play to ask a cluster of influencers in a luxury suite to quiet down after their ring lights and chatter became disruptive. Elsewhere in the venue, other creators asked staff to take full-flash photos of them while the match was underway.

A USTA spokesperson said the influencers responsible for the disruption were not credentialed by the organization. Two lifestyle influencers, Meg Radice and Audrey Jongens, had their access revoked after posting images of their badges online; the USTA said they had been improperly added to a staff list submitted by a food vendor.

Last month, a USTA media operations director said the tournament had nearly doubled its approved creator credentials this year, reaching close to 100, up from 54 last year. US creator ad spending hit $37 billion in 2025 and is projected to reach $44 billion by year's end, reflecting how central influencers have become to marketing.

Following the viral videos, the USTA posted new signage near stadiums asking spectators to avoid flash photography and other lighting. A 2024 rule change had already loosened restrictions, allowing attendees to move freely in designated areas near the courts rather than staying seated until side changes.

Separately, Callaway Golf apologized and cut ties with content creator company Good Good after an ad showing cofounder Garrett Clark shoving professional golfer Alexis Miestowski to the ground drew accusations of trivializing violence against women. Callaway's CEO acknowledged the company approved the video before release but said its content didn't reflect the company's values.

Both incidents have fueled discussion about whether brands adequately prepare and guide the creators they invite to events or hire for campaigns, given the disruptive or controversial outcomes that can follow.