Influencers and content creators are everywhere in sports, but perhaps nowhere are they more visible than in pro tennis. Several top players have dated or are currently in relationships with influencers who amassed huge online followings, in part, by making content about the sport and its lifestyle—from the outfits they wear courtside to the global travel they undertake.
And if tennis is the influencers’ sport, then the US Open is the influencers’ tournament; it is the place to see and be seen.
After credentialing content creators as media for the first time in 2025, the U.S. Tennis Association told Front Office Sports that it was “almost doubling” the program this year, with “close to 100” creators having received approval prior to qualifying week (Aug. 24-28). The USTA is also employing roughly two dozen creators to produce content specifically on behalf of the US Open throughout its three-week run. This independent and paid-for content—like that produced by players’ romantic partners—is at least as much about the tournament’s social, food, and merchandise scenes as it is about on-court play.
FOS spoke with five current and former professional tennis players over the last month about the influencer takeover of their turf, which has spawned several cottage industries across advertising, events, and retail. A consensus emerged: The additional attention is great for them and the sport, but results are more mixed for the average fan.
