John Isner, former top American tennis player, shared his perspective on the growing presence of social media influencers at major tennis tournaments like the Grand Slams. While their appearance has sparked debate, with some fans feeling crowded out, Isner believes influencers have positively impacted the sport by attracting new audiences. He pointed out that these content creators, many of whom have large followings, help turn events such as the U.S. Open into major spectacles that garner record-breaking attendance and increased trendiness compared to 10 to 15 years ago.

The U.S. Open has notably embraced the influencer trend by issuing formal media credentials to numerous creators starting last year. This strategy has contributed to the tournament’s rising popularity, highlighted by a 9% attendance increase in 2025, which saw over 1.14 million fans attend. Isner called the U.S. Open “the sporting event” to be at in New York City for two weeks, emphasizing how the tournament continues to grow in scale and prominence.

Despite his support for influencers at many tennis events, Isner considers Wimbledon an exception due to its storied history and traditions, suggesting it doesn’t benefit from influencer activity to the same extent. Isner himself is involved in content creation through his popular podcast, Nothing Major, which was recently acquired by Colin Cowherd’s media network, The Volume. This dual role gives him insight into how influencers and athletes alike shape the tennis conversation in media today.

As the next U.S. Open approaches, the fusion of tennis and influencer culture will likely remain a central story. Influencers’ ability to amplify content and attract new fans underscores a larger shift in sports marketing and fan engagement, which John Isner believes has already contributed significantly to tennis’s contemporary popularity and overall growth.