Last Tuesday night at Arthur Ashe Stadium, Roger Federer made a much-anticipated return to the US Open to face Andy Roddick in an exhibition match, but for many spectators, the tennis took a backseat to the party atmosphere that has increasingly come to define the event. A suite on the stadium’s premiere level was reportedly filled with influencers who frequently talked loudly and paused to take selfies, disrupting the focus of tennis fans during critical moments, including Federer’s serves.
Observers noted that the lively environment has become characteristic of the US Open in recent years, shifting from a traditional tennis tournament into a major social event. Caitlin Thompson, founder of the tennis-focused magazine Racquet, remarked that while the event feels more vibrant than it did a decade ago, fewer attendees seem genuinely interested in the sport itself. Conversely, Anastasia Folorunso, host of the Ground Pass podcast, suggested that deep concentration belongs at Wimbledon, implying the more festive atmosphere in New York has its own appeal.
The trend toward a party-driven experience is nothing new. In 2025, the tournament drew attention for its high levels of cannabis consumption just outside the venue and an unprecedented demand for the Honey Deuce cocktail, a vodka-melon drink linked to the Open’s social scene. That year, Novak Djokovic even asked the chair umpire to regain control after crowd disruptions. Organizers anticipate an even larger turnout this year, with Danny Zausner, COO of the USTA National Tennis Center, projecting record sales of 800,000 Honey Deuce cocktails, a dramatic rise from just 5,000 in 2007. The number of “creator accreditation” passes issued to influencers has also more than doubled compared to 2025, underscoring the event’s evolution toward a social media-centric environment.
An attendee from last year, a consultant at a major accounting firm who spoke anonymously, described arriving early and immediately consuming multiple Honey Deuces and beers alongside colleagues. By the end of the day, the group’s empty cups were stacked over six feet high. Their experience also included witnessing a teammate’s ejection after confrontational behavior toward officials.
Critics attribute the growing party atmosphere in part to changes in the stadium’s seating arrangements. A major $800 million renovation project is adding 2,000 courtside seats and an extra suite level, reducing the number of affordable seats available in the upper bowl. This shift has made it more challenging for traditional tennis fans to attend, while the event increasingly caters to sponsors, influencers, and high-end clientele.
Ellie Williams, a longtime US Open attendee and NYC nightlife social media personality, expressed mixed feelings about the tournament’s evolution. Having attended since childhood, she called the current scene “kind of sad” and noted that many visitors now seem more focused on fashion and social visibility than the sport itself.
As the US Open continues to grow as a social event, tennis purists and casual fans alike are left to consider whether the balance between sport and spectacle still serves the legacy of one of tennis’s most storied tournaments.