U.S. Open navigates influencer impact and social media growth

The U.S. Open has become a significant platform for social media content creation, highlighting both the marketing potential and the etiquette challenges posed by influencers at live sporting events.

In 2026, the tournament significantly increased its engagement with creators, inviting 100 individuals—nearly double the 54 invited in 2025. This strategy resulted in over 5.5 million engagements, as athletes, brands, and celebrities turned the tournament into a massive social media event.

However, the presence of creators has also sparked debate regarding tournament atmosphere. Following a match involving Naomi Osaka, disruptions caused by ring lights and noise from individuals in luxury suites led to interventions by officials. Kris White, a sport management professor at Florida State University, suggests that rather than excluding creators, organizers should better define their role to ensure they enhance the fan experience without distracting from the competition.