For Osaka, who four years ago took a selfie with Williams outside the same court, the notion that she was the opposing player handed an advantage by the umpire seemed to fill her with agony. The number-one-world ranked athlete threw a veritable temper tantrum on the court Saturday, which began when she incurred a penalty and escalated as she was penalized further by umpire Carlos Ramos for her behaviour.
First she was warned after her coach Patrick Mouratoglou was seen communicating with her via a hand gesture and then she was docked a point after smashing her racket.
"I'm so proud of her", said Hiromi Shibata, a 32-year-old Tokyo resident and tennis fan.
Much of the criticism of Williams has centred on how her actions had spoiled a precious moment for Osaka, who was even moved to apologise for beating the home favourite to a NY crowd angrily booing Ramos.
The International Tennis Federation stood by Ramos' stance and praised him for acting with "professionalism and integrity".
Speaking on the eve of Great Britain's Davis Cup match with Uzbekistan in Glasgow, US Open mixed-doubles champion Murray added: "I think the umpire, he did what was within his rights. The fact that I have to go through this is just an example for the next person that has emotions and wants to express themselves and wants to be strong woman".
The Women's Tennis Association (WTA) and United States Tennis Association (USTA) have backed those claims following Williams' straight sets defeat to Osaka. But Powell tells Marketing Daily he thinks it is likely: "Brands are smart to share their core values with their consumers", he says. "It's a delicate situation, but a la carte arbitration does not exist". You are the best player at the end of this event and because of the turn of events with the crowd and the booing and everything, it wasn't the way - that was the outcome I was referring to.