Wimbledon has moved to tighten its approach to social-media influencers following a heated debate over creator culture at the 2026 US Open, deciding not to introduce a dedicated accreditation category for content creators at next year’s tournament.
The All England Club, which stages Wimbledon, will not issue special media credentials to influencers or digital creators for the 2027 Championships.
Organisers will also enforce existing restrictions on equipment such as ring lights, which can distract players and spectators during matches.
The decision comes after the US Open attracted widespread attention for its expanded influencer programme and several incidents involving filming, movement, lighting and noise during matches.
However, the US Open itself has not banned influencers. Instead, the United States Tennis Association (USTA) expanded its creator programme in 2026, issuing approximately 100 creator credentials, up from 54 in 2025, as it sought to bring tennis to younger audiences through social media.
The contrasting approaches have sparked a wider debate about how far major sporting events should go in embracing the creator economy without compromising the atmosphere and etiquette of live competition.
What happened at the US Open?
The controversy intensified during Naomi Osaka’s first-round match against Anastasia Zakharova.
A group of spectators in a hospitality suite were filmed creating social-media content during the match. Videos showed people using bright lighting and filming themselves while play was underway.
The chair umpire eventually stopped play and asked people in the suite to take their seats. The incident quickly spread online and became a symbol of the growing tension between traditional tennis etiquette and the increasingly social-media-driven experience at major tournaments.
The USTA later clarified an important detail: the people involved in the Osaka incident were not members of its official creator programme.
That distinction became central to the debate because criticism of the incident was increasingly directed at the wider group of influencers and content creators who had received access to the tournament.
The USTA had issued roughly 100 creator credentials during the 2026 US Open, almost twice the number it issued when the programme began in 2025. The organisation created the programme to engage audiences through the platforms where they consume content.
Tennis players push back
The controversy also drew reactions from several players.
Jessica Pegula criticised behaviour she viewed as disrespectful to players competing on court. Other players acknowledged that social-media creators could help tennis reach new audiences but argued that creators and spectators must respect the rules of the sport.
Osaka took a measured position after the incident involving her match. She acknowledged the potential value of creators in introducing tennis to new audiences but said their presence needed to be managed better.
Coco Gauff also recognised the value of attracting different demographics to tennis while stressing the importance of understanding basic tennis etiquette.
US Open revokes two creators’ credentials
The controversy grew after the US Open revoked the credentials of New York-based influencers Meg Radice and Audrey Jongens, who run the lifestyle brand The VIP List.
The pair initially claimed their access was withdrawn after they posted images of their tournament passes online.
The USTA disputed that account.
Tournament officials said the two women had been improperly submitted as vendor staff and were not members of the official U.S. Open creator programme. The tournament said their credentials were revoked because of the way they had been submitted for access, rather than simply because they posted their passes online.
The dispute highlighted the complicated system emerging around creator access as major sports organisations attempt to accommodate social-media personalities alongside traditional journalists, broadcasters and other accredited personnel.
Why Wimbledon is taking a different approach
Wimbledon has opted for a more conservative model.
Rather than create a special category for influencers and then establish rules governing their access, the All England Club has decided not to create the category at all for 2027.
That does not mean influencers will be completely prohibited from Wimbledon. Creators can still attend the tournament as ordinary ticket holders, but they will not receive dedicated media accreditation simply because they produce content for social-media platforms.
Wimbledon will also rely on existing entry conditions that restrict activities capable of interfering with matches. Equipment such as ring lights can be confiscated where organisers consider it disruptive. The tournament’s 2027 ticket terms also prohibit live or near-live dissemination of match audio or video.
The approach effectively puts Wimbledon on the side of traditional tennis etiquette while allowing ordinary spectators to continue using their phones within the tournament’s rules.
The bigger battle over influencers in sport
The Wimbledon decision highlights a growing tension across professional sport.
Major tournaments increasingly want social-media creators because they can reach audiences that traditional sports broadcasters and newspapers may struggle to attract.
Traditional sports media operates within established accreditation systems and professional codes. Influencers often operate differently, producing highly personal, fast-moving content designed for platforms such as TikTok, Instagram and YouTube.
