Wimbledon appears to be taking note of the controversy surrounding influencers and content creators at the US Open, with the All England Club planning a far more restrictive approach when the Grand Slam returns next summer.According to the Press Association, Wimbledon does not plan to introduce a dedicated accreditation category for influencers or content creators for the 2027 tournament. Security is also expected to confiscate equipment such as ring lights if it is deemed capable of disrupting matches.The move comes as the US Open has grappled with a growing debate over the balance between expanding tennis’s audience and protecting the etiquette and atmosphere around matches.The contrast between the two Grand Slams is striking. While the US Open has embraced creators as part of its strategy to reach new audiences, Wimbledon appears ready to draw a much firmer line.
US Open’s influencer experiment sparks backlash
The US Open credentialed around 100 influencers and content creators this year, almost double the 54 who received credentials in 2025. The initiative was designed to bring the tournament to audiences beyond traditional sports media and strengthen its presence across social platforms.But the increased presence has coincided with several incidents that have put tennis etiquette under the spotlight.Naomi Osaka’s first-round match became one of the most prominent examples. A group of spectators in a suite was filming and taking photographs during play, with a bright ring light also involved. Chair umpire Kader Nouni intervened and briefly stopped the match to address the disruption.Osaka subsequently acknowledged the potential benefits of creators while making it clear that there needed to be boundaries.
Naomi Osaka (AP Photo)
“I feel like it’s common courtesy to read up on the sport, especially the etiquette. I feel like it could be a good thing for people to make the sport of tennis popular to their specific audience, but I think it has to be managed a lot better, especially in the situation like in my first-round match,” Osaka said.“Overall, I think there’s huge positives. … 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.”The controversy has not been limited to influencers. Players have also complained about movement in the stands, noise and other distractions during matches.French veteran Adrian Mannarino was particularly blunt about the atmosphere.“People are allowed to move around in the crowd during points,” Mannarino said, according to the Press Association. “The tournament puts up with it, and I don’t know if it’s the best thing for tennis in general.“There’s a smell of marijuana on the court, noise everywhere. The truth is, it’s turning into a bit of a zoo.”
Wimbledon chooses a different path
The US Open’s experience appears to have offered Wimbledon a warning about how quickly efforts to make a Grand Slam more accessible and social-media friendly can collide with the traditional demands of tennis.The All England Club’s decision not to create a specific influencer accreditation category represents a clear departure from the US Open’s approach. It is also expected to take a strict stance on equipment such as ring lights and other items that could interfere with play.That does not necessarily mean Wimbledon is turning its back on digital creators. Rather, the approach suggests that the tournament intends to keep content creation within existing expectations around spectator behaviour and match etiquette.Players at the US Open have themselves acknowledged that influencers can help bring new audiences to tennis.Coco Gauff, the 2023 US Open champion, suggested that brands bringing influencers to matches should ensure they understand the basic rules of the sport.“Sometimes it’s their first tennis match; they don’t know. They have probably been to basketball games before,” Gauff said.“With anything, any venue you go to, 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.”Jessica Pegula also saw the upside of creators showcasing the US Open experience but warned against crossing the line.“It’s tough when you see videos like that when they’re taking pictures and using the selfie lights,” Pegula said. “People are down there trying to perform, and it’s their career and their job. It seems like a bit disrespectful.”“I think it’s gotten a little maybe too much, it feels like, this year. I don’t know. I think I can appreciate one side of it, but I think when you have the other side literally interrupting matches, it gets a little tough.”For Wimbledon, the message from New York appears to be clear: attracting a new generation of fans may be important, but not at the expense of the players’ ability to compete without distraction.