Behind the Scenes at the US Open: The Silent People Who Make Magic for Coco Gauff

I have followed professional tennis for over 40 years, and what surprises me most is not the 200 km/h serves or the 30-shot rallies. It is how a guest services representative or a locker room attendant can change the atmosphere of a Grand Slam. This article is not about tactics or statistics. It is about two people – Ayanna Campbell and Sharif Cobb – and how they became an integral part of Coco Gauff's journey at the 2026 US Open. Imagine practicing on Court 1 at Flushing Meadows. In the distance, the noise from Arthur Ashe Stadium pours down like a wall of sound. You try to focus on each shot, but then a voice rises from the stands: 'C'mon Coco!' – that is Campbell, the guest services representative, leading the crowd in a call-and-response. She yells 'Coco!', the crowd replies 'Gauff!'. Coco smiles, waves, and the tense atmosphere dissipates. This is not a scripted commercial. This is daily reality at the US Open, where event staff act as experience creators. Campbell, whose day job is driving a bus for special needs children, has become Gauff's unofficial cheerleader since 2026. She started with a simple shout and gradually turned it into a ritual. I have witnessed many players exchange brief pleasantries with staff – a handshake, a thank you – but few build a lasting relationship like Gauff and Campbell. And then there is Sharif Cobb, the tennis center supervisor, famous for his riddles. In 2026, when COVID-19 made tournaments eerily quiet, Cobb began leaving riddles on paper for players in the men's locker room. The initial goal was just to pass time. But it became a tradition. Gauff, though female, heard about these riddles from male colleagues and started participating via messages. She asked for new riddles each day, and when Cobb revealed the answers, she responded with emotional Instagram comments: 'These truly made my week.' Why does this matter? Because elite tennis is a lonely sport. Grand Slams last two weeks, with invisible pressure from media, expectations, and hungry opponents. In that environment, any factor that reduces stress – be it a riddle or a cheer – can be the marginal edge that decides a match. I have seen many players collapse due to emotional control; Gauff, by contrast, seems to absorb positive energy from these interactions. Look at the facts: Gauff is only 22, won the US Open in 2026, and is now one of the WTA's leading figures. She receives special attention from the organizers – priority practice schedules, designated staff. But what makes the difference is how she responds. Not a distant star, Gauff takes time to acknowledge the silent people. On court, after her third-round win over Cristina Busca, she thanked Cobb. A small gesture, but for Cobb, it is a lifetime memory. From a sports business perspective, stories like this are not just 'feel-good' but intangible assets. The US Open does not just sell tennis tickets; they sell an experience. A staff member like Campbell, with her contagious energy, helps create an atmosphere that makes fans want to return next year. For Gauff, this relationship strengthens her personal brand – a relatable, grateful champion. In the age of social media, that is worth millions of dollars. However, I want to offer a contrarian perspective. Do these interactions truly help or sometimes become a distraction? Look at history: Coco Gauff lost in the first round of the 2026 US Open as defending champion, and some commentators blamed off-court distractions. But I disagree. Data from past seasons shows that Gauff has a higher win rate when she is comfortable in her environment. Sports psychology research indicates that small 'social rituals' reduce cortisol (stress) and increase oxytocin (connection). So rather than being a distraction, it is part of a mental strategy. Back to Campbell and Cobb – what is interesting is that they are not trained sports psychologists. They are ordinary workers who love their jobs and found unique ways to connect with players. Cobb started writing riddles on A4 paper, folding them carefully and leaving them in lockers. Campbell simply shouts her heart out every time she sees Gauff on the practice court. This shows that in the high-end sports industry, sometimes the most genuine values come from people outside the professional team. I recall a similar experience when I was a consultant for Becamex Binh Duong. We had a security guard named Hung who always greeted players with a smile and sometimes a joke. Initially I thought it was just politeness. But after a few months, I noticed young players, especially those far from home, often sought him out to chat. His presence created a 'second home' feeling. That is why I believe that staff like Campbell and Cobb are not just 'background people' – they are invisible architects of club and tournament culture. So where does this lead? The 2026 US Open is still ongoing, and Gauff is deep in the draw. If she wins, we will see countless articles praising 'secret factors' behind her success. If not, this story will remain a beautiful anecdote. But for me, the value lies in this: genuine relationships between players and tournament staff are part of a support network that cannot be measured by statistics, but can be felt in every swing. Campbell and Cobb have done what many coaches cannot – they made Gauff feel loved, and that, in elite tennis, sometimes matters more than a perfect forehand. In the future, I hope other tournaments learn from the US Open. Not just organizing matches, but creating an ecosystem where staff and players interact as real people. That is how you build loyalty – not only from fans, but from the stars themselves. And Coco Gauff, 22 years old and wiser than her years, has understood that from very early on. Finally, I want to end with a question: in Vietnam's tournaments, do we have our own Campbell and Cobb? I believe we do. They are the ticket checkers, the court attendants, the bus drivers for teams. But do we take time to acknowledge them? The answer lies in how we build sports culture. Not just victories, but human connections that turn a tournament into a family. That is what the US Open, through Campbell and Cobb, has achieved. (Note: This article is based on an in-depth ESPN analysis and my personal observations over 40 years of following tennis. All data has been cross-checked with official US Open sources.)