Tennis is a classy and high-end sport because of its royal history, strict rules of behaviour, and strong link to fashion and luxury.
For years, major tennis tournaments like Wimbledon, the French Open, and the US Open received a lot of attention from big media houses.
Newspapers, television stations, and sports journalists played an important role in keeping people informed about the tournaments and their players.
But times have changed. Today, social media influencers and content creators have become important tools for marketing and reaching new audiences.
Sports tournaments now invite influencers to create content, promote matches, and attract younger fans.
While this can help the sport grow, it also raises questions about whether the need for publicity is starting to affect the traditions of tennis.
This became a talking point during the 2026 US Open match between Naomi Osaka and Anastasia Zakharova at Arthur Ashe Stadium.
A group of content creators and influencers in a luxury suite reportedly started taking pictures, moved around while the match was in progress, used bright portable ring lights, and made noise during points.
The behaviour disrupted the match, forcing chair umpire Kader Nouni to pause play and ask those in the suite to take their seats.
Osaka and Jessica Pegula criticised the lack of respect for tennis etiquette. The tournament organisers also faced criticism over reports that around 100 content creators had been given influencer accreditation.
As Wimbledon organisers prepare for next year’s tournament, Richard Atkinson, interim chief executive of the All England Lawn Tennis Club, has addressed concerns about disruptive social media influencers at major tennis events.
He said the Royal Marines commandos responsible for Wimbledon’s security would like “nothing more than to sort out” influencers who disturb matches.
But that will never happen, as Wimbledon is not planning to give influencers special accreditation. Unless influencers buy tickets and attend the tournament like other spectators if they want to be there.
“We don’t have a category of accredited people called influencers. That said, clearly influencers are a crucial part of building your brand around the world in the third decade of the 21st century.
“What you have to do is keep them under control. One of our big partners, Polo Ralph Lauren, will have their influencer, but they are all tightly chaperoned.”
“It’s dead easy for someone who has just bought a ticket to show up there with their ring lights and literally start broadcasting in the middle of a match.
“If you tried to do that at Wimbledon, I think you’d probably have some Royal Marine Commando.
“We do have military. And they would like nothing more, I suspect, than to sort out some influencer.”
Wimbledon will take place next year from June 28 to July 11, 2027, at the All England Lawn Tennis and Croquet Club. The tournament has been around for 149 years.
Roger Federer holds the record for the most men’s singles titles, having won Wimbledon eight times between 2003 and 2017.
In the women’s singles, Martina Navratilova holds the record with nine titles, as she won between 1978 and 1990.
