Four-time Grand Slam champion Naomi Osaka has called for more respect for tennis etiquette, particularly after influencers using portable lights caused delays during her match at the US Open. These lights, often used for taking selfies or streaming content, can be distracting for players during play. Osaka emphasized the need for content creators to be mindful of how their actions affect the game, highlighting the growing influence of social media on traditional sports settings. The US Open has been actively inviting content creators and influencers to the tournament as part of a broader strategy to expand the sport’s audience and boost fan engagement. This year, around 100 influencers received accreditation, reflecting the tournament’s efforts to connect with younger and more diverse audiences through platforms like TikTok. Such partnerships aim to leverage the reach of social media to drive record attendance and increase visibility for tennis. However, not all players are pleased with the increased presence of influencers. Some, like Jessica Pegula and Daniil Medvedev, have voiced concerns that distractions such as selfie lights during matches undermine the integrity of the sport and disrespect the athletes. They argue that the focus should remain on the game itself rather than on content creation during play. Naomi Osaka has suggested that better management and education for spectators are essential to maintain the quality of the game while welcoming new audiences. She believes that as tennis grows through social media and influencer partnerships, it is important to ensure that fans understand and respect the rules of the sport. This balance, she says, will help sustain the popularity of tennis without compromising the experience for players.