Influencer Marketing Backfires at US Open and Beyond
Recent incidents highlight the risks of unchecked creator-brand partnerships.
1The US Open Disruption
During Naomi Osaka's match, influencers with ring lights became so disruptive that umpires had to pause play. Uncredentialed creators were also seen demanding staff take flash photos during matches. The USTA had nearly doubled influencer credentials to 100 this year, but some gained access through vendor loopholes. Videos of these incidents went viral, sparking debate about influencer event access.
2The Credential Controversy
Two lifestyle influencers had their US Open access revoked after posting badge photos on Instagram. They'd been improperly credentialed via a food vendor's staff list. USTA emphasized these weren't official approvals, showing how brands can lose control over creator access. This incident reveals vulnerabilities in vetting processes when working with third-party vendors for influencer activations.
3The Advertising Dilemma
US creator ad spend reached $37B in 2025, projected to hit $44B by 2026's end. While influencers help brands reach new audiences, the US Open shows risks of this dependency. Creators focus on content creation above all else - often at the expense of event norms. Brands must weigh audience reach against potential reputation damage from uncontrolled creator behavior.
4The Golf Ad Fallout
Callaway Golf faced backlash when Good Good's ad featured violence against female golfer Alexis Miestowski. The spoof showed a cofounder shoving her for a Callaway driver, sparking outrage over trivializing violence against women. This demonstrates how creator-led content can deviate from brand values when oversight is lacking, requiring stricter creative controls.
5Changing Event Norms
Since 2024 rule changes, US Open attendees no longer need to wait for breaks to move around. Tournament director Stacey Allaster promoted this as enhancing fan experience. However, the new freedom created opportunities for influencer disruptions. The USTA later added signage restricting flash photography, showing reactive measures to creator overreach.
6The Brand Responsibility
As reporter Jessica Schiffer noted, brands must anticipate creator behavior when inviting them to events. Some companies now send etiquette reminders to influencers. The incidents highlight that brands can't just benefit from creator audiences - they must actively manage creator conduct to protect other attendees' experiences and their own reputation.
7The Content Creation Paradox
Influencers' 'main character energy' drives engagement but often disrupts shared experiences. At the US Open, while creators enjoyed themselves, many spectators couldn't watch matches peacefully. Brands want this bold energy for visibility but must set boundaries. The challenge lies in harnessing creator authenticity without compromising event integrity.
8Lessons for Marketers
These incidents underscore that influencer partnerships require more than access and budgets. Brands need clear conduct guidelines, proper vetting processes, and contingency plans. As creator marketing grows, companies must balance creative freedom with brand safety, ensuring influencers enhance rather than detract from brand experiences and values.
Original article: The Verge (theverge.com) — Influencer Marketing Backfires at US Open and Beyond