Roger Federer has called for tennis to embrace social media influencers such as TikTokers, YouTubers, and Instagrammers to help attract younger audiences, despite recent concerns raised about disruptions during matches. Speaking ahead of the Laver Cup in London, the 20-time Grand Slam champion acknowledged the growing influence of digital creators within the sports media landscape and warned that ignoring them could jeopardize the sport’s long-term appeal.

“Them’s here to stay,” Federer said, emphasizing that influencers contribute to making tennis more accessible and engaging for a broader audience. He noted that major tennis tournaments, including the four Grand Slams, have increasingly collaborated with content creators as part of efforts to boost interest among younger fans. However, this development has also sparked tensions due to the sport’s longstanding traditions, particularly around maintaining silence and focus during play.

At the US Open earlier this month, several players voiced frustration over distractions caused by influencers filming on court, including the use of lights and noise generated during dance routines recorded between matches. While Federer acknowledged that some recent incidents went “probably one step too far,” he stressed it remains essential to preserve the sport’s unique atmosphere. “The beauty of tennis, in my opinion, is the quiet and then, bang, an explosion of cheers,” he said, calling for respect for the game’s etiquette during live play.

At the same time, Federer urged tournament organizers and governing bodies to adapt to the changing media environment. He suggested that event promoters should be more open about allowing content creators to share clips from matches, rather than tightly controlling footage to protect broadcast rights. “In the beginning it is uncomfortable to have a bit of change. Nobody likes change and in tennis we’re the masters of saying ‘Let’s just keep it the same as it is for the next thousand years,’” he said. “But we’re doing better.”

Federer’s comments highlight the balancing act facing tennis as it seeks to preserve its traditional appeal while embracing new digital platforms to grow its fan base.