Following the influencer controversy at the US Open, brands look to define content guidelines and conduct expectations with creator partners
The sports creator economy is booming. A June 2026 survey commissioned by IBM, and conducted by Morning Consult, found that sports creators are a core part of how younger fans experience sports. Sixty percent of global Gen Z sports fans follow sports influencers, and seven in 10 followers say they discover lifestyle trends through sports creators.
With these stats in mind, it’s no wonder that the US Open turned to content creators to reach a wider demographic. After launching the US Open creator credential in 2025, the U.S. Tennis Association almost doubled its approved credentials for creators in 2026, bringing in “close to 100” who represented sports, news, lifestyle, fashion and food platforms.
But opening up the creator space caused some controversy, as videos went viral showing attendees filming loud TikToks with bright ring lights and taking photos with camera flashes during active play on the courts at USTA Billie Jean King National Tennis Center in Flushing, NY. One incident led an umpire to put the match on hold to address the spectators’ disruptive behavior, and tennis players were asked about the distractions in interviews.
While the USTA confirmed that the people in the viral videos were not among those credentialed by the association, the 2026 US Open shined a light on a larger issue about influencer etiquette at sporting events.
We tapped leaders from experiential, PR and influencer marketing agencies for their perspectives on how to best prepare creators for live events, outline brand guidelines and provide on-site support.
What should a pre-event briefing cover?
Our panel agrees that before the event date, brands and their agency partners need to communicate not only event logistics (schedule, arrival, credentials, venue policies), but also clear, concise expectations for content and etiquette for the environment creators will be entering.
Tyler Williams, managing director and partner of 1Milk2Sugars, recommends putting everything in writing (“always make sure you have your receipts”) and hosting a briefing call to give creators an opportunity to ask questions.
Kate Wolff, founder and CEO of Lupine Creative, says that because an email often gets skimmed, a pre-event briefing should always include a call of at least 15 minutes to state what’s off-limits and whom to contact on-site if something comes up.
“This is exactly where the US Open situation could have been flagged early,” she says. “A simple objective like ‘capture the moment without disrupting it’ would have gone a long way. Always follow up with a one-page recap doc so nothing gets lost between the call and event day.”
How detailed should brand guidelines be?
There’s a balance to communicating a brand’s goals without being prescriptive, says Ann D’Adamo, vp-marketing and communication at Inspira: “Explain what you’re trying to achieve. Be explicit about what you don’t want to see, then let the creator do what they do best.”
Setting boundaries around times when filming isn’t appropriate, words that shouldn’t be said and areas that shouldn’t be accessed still allow for creators’ creative freedom, says Sebastian Genta, creator and co-founder of NextGen Creators.
“Creators are valuable because they know how to communicate with audiences in a way that feels natural to them,” he says. “If a brand scripts every moment, you can lose the reason you hired that creator in the first place.”
Wolff adds, “Lock down anything with legal, safety or brand-reputation exposure. Everything else—tone, angle, what they choose to capture—is on the creator.”
What does effective on-site support look like?
Influencer management doesn’t stop at check-in, says Williams. There should always be a point person on the ground who understands both the brand’s expectations and the event environment to help creators navigate logistics, facilitate content opportunities and address potential issues in real time.
How do you handle a creator who behaves poorly at the event?
In D’Adamo’s experience, when creators are thoughtfully selected, properly vetted and carefully briefed, it’s rare to encounter a situation where they act out or embarrass the brand. “But if it happens, the agency representative on-site needs to step in immediately to address the behavior in the moment and remind the creator of their contractual obligations,” she says.
Genta agrees that prevention is the best strategy, but for damage control, he suggests addressing the issue quickly, privately and professionally to avoid publicly embarrassing a creator or escalating the disruption. After explaining the problem, give them the opportunity to correct it, he says, adding, “if the behavior is serious enough, the brand has every right to remove someone from an experience.”
Post-event, the team can reflect on the situation and have a more in-depth discussion with the creator to find out what went wrong.
“Were the expectations unclear, was the creator poorly briefed, or did they simply disregard the rules? The response can range from a direct conversation and clearer expectations to ending the partnership altogether,” Williams says. “Ultimately, influencer marketing is a partnership. Creators represent themselves, but in that moment, they’re a direct reflection of the brand that invited them.”
Wimbledon has already announced that it will not be accrediting influencers for the 2027 tournament, but for brands that still plan to activate creators at events, the right preparation can make all the difference.
Related:
