PROGRESS VS TRADITION: The test of growing the game in the influencer age

{JSON.stringify(article.attachments[0], null, 2)} --> The US Open’s influencer debate has highlighted the opportunities and challenges facing modern sport as it seeks to grow new audiences while preserving the integrity of the game.

The US Open concluded on Sunday, 13 September, with Elena Rybakina and Alexander Zverev crowned champions.

While the tournament marked the end of Grand Slam tennis for the year, the discussions sparked over influencer behaviour and social media are ongoing.

During the tournament, several videos went viral showing content creators disrupting the flow of play.

During Naomi Osaka’s first-round victory, a spectator used a bright ring light to take pictures of herself during the match. In another video, a larger group of fans could be seen in a suite animatedly recording themselves during the match.

The chair umpire eventually asked those in the suite to take their seats. The organisers subsequently increased signage to remind spectators to refrain from activity that could disrupt the game.

Nevertheless, these incidents have sparked debate online among fans, journalists and creators over what the sporting landscape should look like in the age of social media and the content creator.

While some viewed the incidents as isolated examples of poor behaviour, others saw them as growing pains as sporting bodies and brands increasingly embrace social media and influencers in an effort to attract new audiences.

“It could be a good thing for people to make the sport of tennis popular to their specific audience,” said Osaka. “But I think it has to be managed a lot better, especially in the situation like my first-round match.”

“Overall, I think there are huge positives. You want people to continue to grow the sport,” she added. “I just think it has to be in a way that everyone knows the rules and the etiquette.”

Social media has transformed the culture of consumption and has become inextricably linked to the modern fan experience, both inside and outside the stadium.

Fans keep up with their favourite athletes through social channels more than ever before. They discover sporting events from creators and consume highlights in real time from various accounts.

According to Deloitte Digital , in 2025, 42% of social media users followed sport and recreation topics on social platforms.

InterDigital research found 40% of sports viewers under 35 watch sport on social media platforms, compared with just 13% of those 55 and older. This includes highlights, clips and some live streaming through platforms like YouTube, TikTok, and X.