During Naomi Osaka’s recent match at the US Open, a group of influencers in a luxury suite grew so raucous that an umpire had to stop play to request they quiet down. Elsewhere, other content creators were caught on camera asking for full-flash photos with the players, disrupting the viewing experience for everyone else.

This isn’t the first time content creators have caused a stir. A recent ad by Good Good, a YouTube channel turned sports apparel company, featured a man shoving a female golfer to the ground, sparking outrage and forcing a swift apology from Callaway Golf.

While influencers have become a key part of the advertising landscape, their antics at the US Open highlight the risks of relying on them. Companies should ensure that influencers understand the nuances of event etiquette, rather than letting them run wild. The US Open’s recent changes in seating rules only highlight how much content creators can disrupt a well-structured event.

The viral spread of these incidents has sparked a conversation about whether influencers are the best people to be at such prestigious events. While they bring buzz, their presence can overshadow the actual experience for other attendees. Brands need to navigate their relationship with influencers carefully to avoid such embarrassing moments.