Creators at Major Events: Visibility vs Etiquette

The recent US Open generated plenty of online chatter and for more than one reason. From the celebrity appearances to the cocktails, the tournament once again proved that the action extends far beyond the court. But one topic in particular had the internet divided: the presence of influencers at major sporting events.

The debate began after influencers were called out for filming with bright lights and causing disruptions during matches. The incident raised an important question: Should creators do a better job of understanding the spaces they enter, or should brands be more intentional about the talent they invite?

Let’s start with the facts. It’s no secret that brands invest thousands of dollars in suites, hospitality experiences and sponsored content at major events. In return, creators give brands access to highly engaged audiences, making these partnerships mutually beneficial.

And for these major events, the numbers help explain the appeal. During the 2024 US Open, the tournament generated a reported 2.3 billion  social media engagements, signalling significant interest in the event beyond traditional sports coverage. In 2026, the organization expanded its official creator program to approximately 100 creators, up from 54 the previous year. The message is clear: organizers understand that creators can help tennis reach new audiences and remain part of the broader cultural conversation.

It is also important to note that the influencers involved in the widely reported disruption were not part of the US Open’s officially credentialed creator group. So, is the problem really influencers or is it how brands select, prepare and manage their guests?

Here’ s the thing, there’s a little responsibility to be taken by everyone involved. Creators belong in these spaces, but access does not give a free pass. Attending these events means respecting the rules set in place by organizers. At the same time, brands must ensure they are the right fit and do the work of properly preparing creators prior to attending the event. In the same way, the organizers also have a role to play by properly communicating and enforcing their expectations around attendance.

At the end of the day, reach, engagement and visibility matter. Major sporting events are brands in their own right, and creators can help them connect with audiences they may not otherwise reach. But those benefits should not come at the expense of the event itself. Clear expectations, thoughtful partnerships and proper preparation are what will allow brands, creators and organizers to maintain positive relationships moving forward.

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Written by: Gabby T.