For decades, Wimbledon has been synonymous with tennis tradition, revered by players and fans alike as the sport’s premier event. Former champion Rafael Nadal once described Centre Court as a cathedral, underscoring the tournament’s storied atmosphere. However, the influx of social media influencers at this year’s championships appears to be shifting that dynamic.

At the All England Club in London, many younger attendees are prioritizing online content creation over the sport itself. Influencers, often seen with phones in hand, are posting videos focused less on tennis and more on fashion, food, shopping hauls, and selfies. The two-week event has been marked by thousands of social media clips from those with significant followings, some invited by major sponsors such as Evian, Rolex, and Emirates. Others have simply used their ground passes as opportunities to generate content.

Mike Bryan, a three-time Wimbledon doubles champion alongside his brother Bob and regarded as one of the sport’s greatest pairings, noted that the widespread phone use is altering the experience. “That’s part of the game now,” he said, questioning whether spectators are truly watching the matches or focused on enhancing their online presence. Bryan suggested this trend makes the tournament feel different, with people more subdued as they capture moments digitally rather than fully engaging in them.

While Wimbledon has embraced collaborations with select influencers such as Morgan Riddle—who gained prominence sharing her life alongside American tennis player Taylor Fritz—the tournament appears cautious about the broader influencer presence. Officials seem concerned that social media stars may dilute the event’s carefully maintained image.

Even among brand representatives attending the championships, there is criticism of some influencers whose knowledge of tennis is limited. Two young women hired by a fashion company to photograph attendees in branded clothing expressed frustration over the number of influencers more interested in filming themselves than the sport. One remarked, “They’re not even watching it, they’re filming themselves in their outfits,” highlighting a perception that some guests prioritize self-promotion over engagement with the tournament.

As Wimbledon continues to attract a diverse audience, the balance between preserving tradition and adapting to digital culture remains a challenge for tennis’s most iconic event.