The 2026 US Open is significantly expanding its credential program for content creators, nearly doubling the number from 54 last year to close to 100 this year. Jeanmarie Daly, the USTA’s director of media operations, shared that this growth is part of the organization’s effort to diversify their media reach by including creators from various fields such as health, fashion, food, and lifestyle. The initiative, launched in 2025 after much planning, aims to create a broader spectrum of coverage beyond traditional media, helping to solidify the US Open as a major cultural event.

Last year’s content produced by these independent creators generated over 5.5 million social engagements, highlighting the success and influence of the program. The 2026 group features returning creators and newcomers, some working in “tennis-adjacent” areas, plus a new category for social media teams from traditional media outlets capturing social-first content. Podcasts are also now credentialed, with Andy Roddick’s Served podcast recording on-site during Fan Week from August 23 to 30.

In addition to independently credentialed creators, about 15 to 20 content producers work directly for the US Open, supporting the tournament’s growing social media footprint. Jonathan Zipper, the USTA’s senior director of social media, noted that interactions across US Open social platforms have seen a dramatic increase, with engagement numbers jumping from 1 billion a few years ago to a record-breaking 3.1 billion last year. YouTube is a key focus in 2026, highlighted by the launch of a new five-episode series “Rally the Boroughs” and fresh kids’ content.

This comprehensive approach, combining creator credentials, media collaborations, and owned content, contributes to the US Open’s identity as a major cultural and social media moment each year. The tournament not only sets records in attendance, with 1.14 million attendees in 2025, but also continually pushes the envelope in digital engagement and creative storytelling around the event.