If you’re a tennis fan watching this year’s US Open, you’re probably familiar with the debacle connected to the creator economy, influencers and how they’re being experienced at tournament. It hasn’t been a good experience for the fans or the tennis players. When Naomi Osaka, a notoriously kind person reprimands you in her sweet way-things have gone too far. Selfishly, I’m recording this podcast episode because I want to ensure that Black creators have a better understanding of how to work sporting events as an influencer or creator-especially if you’re unfamiliar with the sport. My goal is to protect their coins, the broader opportunity to work with brands and keep people safe. I will also say that on what I saw on my feeds of the influencer debacle at the US Open were both Black and white creators/influencers making avoidable mistakes at this year’s US Open.
This year’s tennis matches have been fantastic, the Honey Deuces are flowing (one of the signature drinks at the Open) and attendees for the most part having a good time. However, it has come to our attention that the fan experience is being unexpectedly impacted by influencers who have been invited to work the event on behalf of one of the many brands that are a part of the broader US Open experience and financial success of the tournament. Fans weren’t happy as influencers unintentionally disrupted play with distracting ring lights, party vibes in private boxes and just what felt like a total disregard or lack of reverence for the sport, the space and the experience of the event.
7 Day Newsletter Launch Challenge
Are you thinking about starting a newsletter? I’m hosting a 7 Day Live Newsletter Launch Challenge helping attendees understand the purpose of having a newsletter, find the tool that works best for them and create the content needed for the first couple of editions of your newsletter. Head to: https://creatorsgettingpaid.com/newsletterlaunch today.
Disclaimer
*In order for me to support my blogging activities, I may receive monetary compensation or other types of remuneration for my endorsement, recommendation, testimonial and/or link to any products or services from this blog. Please read my disclosure and privacy policy here.*
Listen to the Episode
So, Who’s To Blame?
I place responsibility on the following: The US Open, then the brand partners and finally the influencers. It’s a bad look when the seats in the stadium are empty, the tickets feel unattainable and there are people who seem not to care about or understand the game are yapping away when a match is actively being played.
Here’s what needs to Happen…
- Update the Rules of Conduct-The US Open needs to update the Rules of Conduct for all event attendees taking into account changes to the experience because of technology. Ring lights, phone lights, loud content or actions by all attendees. I’ve actually worked at sporting venues as part of one of the many side-hustles that I have had in my life and it’s obvious that the Rules of Conduct need to be reviewed. And the US Open staff, security and overall team need to be enforcing the rules. They need to be jerks about it. They just need to let people know that they can’t smoke pot on grounds and if they catch them (especially during a match-they will be kicked out and potentially banned from the venue)
- Influencer Orientation-The US Open team knows which brands will be on site. The marketing team should be the only ones running an Influencer conduct and expectation orientation. The brands would submit the names of the influencers that they’ve contracted for the Tournament and those influencers should not be allowed to access their credentials until they’ve attended one of the orientations. I’ve attended several of these orientations for big events that I’ve volunteered for or worked at.
- Brand Expectations-The brands should also create a partner brief addressing the nuances of attended based on the product or experience with the brand that they are a part of.
I also want to reiterate the following point that I made in my newsletter. Influencers aren’t the reason why tennis is experiencing a resurgence-especially in the United States. The tennis players are the reasons why the resurgence is happening. They are (ironically) leveraging their content to share their voice, point of view connecting the audience to tennis in a way that is approachable, fun and accessible to people who are new to the sport for whatever the reason.
7 Tips
Here are my 7 tips so that influencers can rock their brand partnerships for sports that they do or don’t even understand and be asked to partner with the brand again if the opportunity comes up.
Tip#1 Know Who Your TRUE Client(s) Are
What’s wild to me is that many influencers at sports events or covering a sports experience completely miss that the brand isn’t their only client. They have 3 or possible for 4 clients.
- First: The tournament. In this case The actual US Open
- Second: The Brand and their audience
- Third: The Influencer’s brand and their audience
Tip #2-How to Behave
Assume that EVERY sport or sporting event has an etiquette connected to the experience. If you’re not a sports ball person, this may be an easy but HUGE mistake that you want to avoid making. This is part of why so many fans were so upset at the US Open. Think about it in this way. If you go to the theater there’s an etiquette to attending. To church, going to work, etc. There’s an expected behavior of the fans and attendees.
Here’s some examples:
- You’re not moving around or heading to your seat when puck is in play during a hockey game. This is a rule that the NHL (National Hockey League has set) Once the puck is out of play, then you can go to your seat.
- You’re not shouting when gymnasts are completing their skills. If Simone Biles is about to dismount from the beam most people are aware that you’re not shouting when she’s doing it because that would endanger the athlete.
- Attendees are quiet when tennis players are serving.
If you’re unclear what the etiquette is ask and DO YOUR RESEARCH. You’re getting paid to represent a brand. You can literally go to ChatGpt, Facebook, Threads, Books, Google and get the answers to these questions. Ask the question “How should we behave while there?” Even if your brand partner doesn’t provide that guidance for whatever reason.
Tip #3 Remember You’re Working
Always be professional. I’m overly professional when working with a brand. I could be emailing the client, speaking on the phone, etc. It takes me a long time to ease off in my professional interactions. Remember, they are paying you. Do not invited extra people beyond what the client has said you could and invite the one friend or family member who will enjoy the experience, understands that you’re working and won’t embarrass you in front of your client.
Tip #4 Understand Your Contract
Some influencers lost their US Open credentials (and I think access to the Open) because they showed them online. Be clear about the following:
- Brand expectations
- Scope of work
- Terms of pay
- Intellectual Property
- Embargos around sharing that you’re in a partnership
- What you should or shouldn’t share online-NEVER share that you’re in negotiations with a client. That someone reached out to you, etc. We saw a creator lose a potentially lucrative partnership after sharing a dm that they received from a well-known person about a potential partnership. That well-known person was totally turned off and said “Thanks but no thanks” to working with that person.
Ask what a successful partnership/collaboration would look like to the brand? How are they measuring the results? Does it make sense for your brand and platform.
Tip #5-Ask Questions
Tell your brand partner that you plan on asking questions. Because you’re wanting to prepare yourself to better serve the brand, the actual event and the partnership better. Be comfortable admitting that you DON’T know everything and are excited to learn about the spaces you’re in.
Tips #6 Get Lit Later
You’re working. I’m always 100% sober while at work. You may think that I’ve been taking shots the whole time but I haven’t been. That was water in the shot glass. Because those people are paying me to work. Not to get drunk.
Tips #7-Working With Brands Looks Like
One last thing. There are a number of different ways a creator may end up working, being connected to or supporting a brand.
- Volunteering at the event-I volunteered at Outside Days here in Denver and it was an incredible experience. Next year I plan on attending either as a media partner or regular conference attendee. How I was experienced by the team may influence how I’m received in next year’s event.
- Literally working on site-There’s more than one way to do a thing. Maybe you have a fun side-hustle that has you onsite. You meet the marketing team members regularly and eventually bring up what you do. If they’ve had a great experience with you-that may end up being a brand facing partnership on your platform.
- Direct brand partnerships-You’ve been contracted to attend an event and represent the brand onsite. Or, you’re creating content for your platform (not attending the event in person)
- On a panel-I was invited to be on a panel at a conference at the end of this month. While meeting the other panelists I realized that they hold a VERY big role in the space that we’ll be discussing. Being aware of that information was really important.
I want creators being asked over and over again to work with brands. I want the brands that said “Yes” to you to come back for more. Accidentally making the brand look foolish will keep that from happening. This requires being thoughtful, self-aware and mindful when working in spaces where you’re representing not just your brand but someone else’s.
Some examples of how creators/influencers could design content for the US Open that I haven’t seen yet. It could be out there, I just haven’t seen it.
- Tennis with Mayor Mamdani
- Jewelry or accessories of the tournament
- Mocktail Series based on each player in the tournament
- Fans talk about why they love the game and how they experience the product that the creator is partnered with
- Mayor Mamdani’s $100 fans
- Tennis around the world
- Let’s get Ratchet with Rackets around the world
- Black tennis fashion
- Thoughts about wearing all white at Wimbledon in 2027
- Tennis traditions that surprise you
The Players Are the Real Story
(Not the Influencers)
Tennis has become more interesting in the US because the players have become interesting again. I love the conflicts, the swagger, the emotions that we’re seeing displayed by the athletes. The story of the US Open surviving and thriving post COVID is a huge and often underreported part of the story and context around money, power and