During this World Cup, the spotlight is also shining on more than just the athletes.
The wives and girlfriends of soccer players, often referred to as WAGs, are increasingly gaining fame themselves, raking in millions through endorsements, sponsorships, and product launch deals.
“Social media has significantly increased opportunities for this new generation of WAGs,” said Lindsey Cook, co-CEO of the influencer marketing agency The Digital Dept in Los Angeles. “Previously, only a select few WAGs, like Victoria Beckham, were able to transcend their niche. Now, anyone connected to a footballer can attract attention and followers, leading to brand deals that weren’t available before.”
Kim Zayotti, who leads Blue Sky Sports and Entertainment, explained that prominent WAGs usually fall into two categories. “Some are already well-known figures, like models or musicians, while others gain recognition after marrying into the spotlight. Even those in the latter group are finding ways to monetize their new visibility.”
For instance, Tini Stessel, a 29-year-old pop star known for her Disney roots, has a massive Instagram following of 21.5 million and is dating Argentine Rodrigo de Paul. She has brand contracts with Under Armor, Pantene, and Adidas.
Spanish actress Ester Expósito, age 26, had a solid fan base of 24.1 million followers even before her rumored relationship with Kylian Mbappé. Likewise, Michel Gerzig Courtois was a successful international model prior to her marriage with Belgian goalkeeper Thibaut Courtois.
Interestingly, many WAGs are proving that an independent career isn’t a prerequisite for achieving star status.
Georgina Rodriguez, for instance, was a sales assistant in Madrid when she met Cristiano Ronaldo back in 2017. Now engaged and co-parenting five children, she boasts 74 million Instagram followers and an estimated net worth of $10 million, primarily sourced from deals with Chopard, L’Oréal, and other high-profile brands. She recently became a global brand ambassador for Elisabetta Franchi and has her own Netflix series, “I Am Georgina.” This year marked a notable moment at Milan Fashion Week, where she found herself seated in the front row at Gucci—a stark contrast to her former job.
The growing intrigue around WAGs aligns with the public’s fascination with celebrity lifestyles—spurred by the popularity of reality shows like ‘Real Housewives’. “People are curious about your daily activities, travels, and beauty routines,” Zayotti observed.
Antonella Roccuzzo, married to the legendary Lionel Messi, exemplifies this trend. With 39 million Instagram followers and various brand partnerships, including Adidas and Louis Vuitton, she emphasizes the importance of showing her children the power of independence. “I believe it’s essential to demonstrate that you can be a strong woman and pursue your passions,” she told Elle.
Bruna Biancardi, 32, and in a relationship with Neymar, showcases her journey as a mother on her YouTube channel. “Some WAGs are even more active on social media than their athlete partners,” Zayotti remarked.
Several younger WAGs are making their marks too; Natalia Belloli, 27, shares glimpses of her life with Brazilian footballer Rafinha, and Trami Benson, engaged to England’s Bukayo Saka, has already launched her own collection with River Island, despite having a smaller following.
WAGs, with their striking looks and prominent visibility at matches, are well-suited for influencer careers. “They don’t need to create visibility; they inherently have it,” Cook noted.
Building careers as influencers allows WAGs the flexibility to adapt to their partners’ careers while still earning substantial incomes, which can range from $5,000 to $25,000 per sponsored post, depending on their follower counts.
However, while WAGs from Europe and South America seem to be thriving, American representatives are noticeably scarce. Ashlyn Castro, dating Jude Bellingham, expressed frustration over public expectations for her social media presence. “I don’t get why people think they deserve to know how I live,” she pointed out in a TikTok last year.
In contrast, those supporting American soccer players are often more reserved. Zayotti explained that while other sports have visible WAGs, soccer in the U.S. hasn’t quite caught up, primarily due to its status as a less popular sport.
Yet, as soccer’s popularity surges in America—with the men’s team achieving historic success—the timing seems ideal for ambitious American women to step into the limelight and potentially grow their influence.
“Now is the perfect moment to seize this rising interest and build a following,” Cook concluded.
