When Georgina Rodriguez first met Cristiano Ronaldo, the world already knew his name. Over the years, she made sure they knew hers, too. Slowly, she built up a strong global social media following, currently at 65 million Instagram followers, and even starred in her own Netflix docuseries, “I Am Georgina.” She is only one of the many examples of how WAGs (wives and girlfriends of athletes) have gone from being sidelined and viewed as plus ones to becoming influencers, celebrities and business moguls. Rodriguez, along with countless others, is redefining what it means to be a WAG in the 21st century.
To understand the evolution of WAGs, we have to go back to the 2006 Soccer World Cup when “WAG culture” was at its height. Victoria Beckham, former member of the Spice Girls and wife of David Beckham, was dominating headlines for her fashionable outfits at games and high-profile outings. For any “Gossip Girl” fans, picture Serena Van der Woodsen. Constant publicity, constant photographers and constant spotlight. Today, however, WAGS have evolved into influencers, entrepreneurs and even advocates, using their platforms to engage with fans and promote causes within their respective sports.
Appearances are no longer the defining factor of a WAG’s publicity. Instead, the focus is on social media presence. My personal favorite example of this is Morgan Riddle, girlfriend of top five tennis player Taylor Fritz, who aims to “make tennis cool again.” Her goal is to make tennis more popular in America and show its appeal to a younger generation. Through a variety of Instagram posts, TikToks and tournament vlogs, Riddle offers a behind-the-scenes look into not only the tennis world but also her boyfriend’s life. She creates daily “Get Ready With Me” videos and countless vlogs that make her life appear quite glamorous, which can appeal to fans and draw them into the sport.
WAGs can also have a big impact on their player’s fan base, and, in today’s world, social media can help a lot with that. Influencers like Alix Earle, who is dating Braxton Berrios, a wide receiver for the Miami Dolphins, can use their platforms to create a lot more support for their partners. Earle often posts videos of her and Berrios casually living their lives together, presenting a more relatable and personal side of him. Another prime example of this is Paige Lorenze, American influencer and creator of the lifestyle brand Dairy Boy. She is currently in a relationship with top 10 tennis star Tommy Paul. Not only does she post about Paul on her social media, she has also incorporated him into her brand and her lifestyle. This type of aesthetic appeals to younger, more impressionable audiences which can draw them into the world of tennis.
There are also a lot of cases in which WAGs happen to already have a bigger following of their own than their partners. Musical artists like Taylor Swift and Hailee Steinfeld, who are currently in relationships with NFL players Travis Kelce and Josh Allen, respectively, have both increased their partner’s fan base greatly. According to ESPN, Swift’s presence at her first Kansas City Chiefs game increased Kelce’s jersey sales by approximately 400% and caused a spike in NFL viewership.
This phenomenon is not only limited to celebrities in the entertainment industry. Athletes such as Simone Biles and collegiate gymnast Livvy Dunne have boosted their partner’s recognition too. Biles, one of the most decorated gymnasts of all time, with 11 Olympic medals to her name, has used her platform to highlight her husband, football player Jonathan Owens. This has brought him attention from a broader audience outside of NFL fans. Similarly, Dunne, a social media sensation and Louisiana State University gymnast, has brought a lot more recognition to her boyfriend Paul Skenes, pitcher for the Pittsburgh Pirates.
Modern WAGs – whether celebrities, influencers or athletes themselves – have become crucial in shaping an athlete’s public image. Through the use of social media and personal branding, WAGs are redefining their role in sports culture. Instead of being viewed as just the partner of an athlete, they are establishing themselves in their own fields entirely independent of their relationship status. In today’s digital world, their influence is prominent and essential in the modern sports narrative.