Beyond the Sidelines: The Evolving Identity of WAGs in Modern Sports Culture

Since the beginning of professional male sports, there have been girlfriends and wives of said professional male athletes. The stereotypical idea of a “nobody” woman dating or marrying a professional athlete, using their money and fame for their own benefit. That’s nothing new. However, these WAGs (Wives & Girlfriends of professional athletes) have evolved from mere companions on the sideline to capturing the media’s attention as public figures who are more than just money-spenders. But this rise from the shadows isn’t just a matter of fame. It’s seemingly a reflection of society’s shifting views on gender, celebrity, and power. By exploring the evolution of WAGs through the lens of media representation, cultural and gendered expectations, and individuality, we can see how these women have transformed from mere “plus-ones” in the sports world to influential public figures shaping culture and brand. The question is though, are all WAGS the same? 

The Stereotypical WAGS

The stereotypical WAG often embodies a glamorous, high-profile lifestyle centered around luxury, fashion, and the privileges that come with being married to or dating a professional athlete. Kylie Kelce, wife of NFL player Jason Kelce, and Coleen Rooney, wife of English soccer star Wayne Rooney, are prime examples of this archetype. Both women have become synonymous with a life of high-end shopping, exclusive events, and constant media attention focused on their appearances and social lives. Kylie Kelce is not huge on posting “the lavish lifestyle” but still frequently shares her life and her family in relation to her husband. While she has an established social media following, much of her public image is built around her role as the partner of a star athlete, which has drawn both admiration and criticism. 

Similarly, Coleen Rooney’s fame grew exponentially in the wake of her marriage to Wayne Rooney, especially during the 2006 FIFA World Cup, when she was thrust into the spotlight along with other WAGs. The British media regularly scrutinized her shopping habits, fashion choices, and social activities, framing her as the quintessential WAG who symbolized wealth, glamour, and excess. Coleen might seem different due to her achievements, including her work as a writer and TV personality; however, her public identity is still linked with her husband's fame. The stereotypical WAG image often paints these women as accessories to their partners, with their value being tied to their ability to represent luxury and the good life. This portrayal of WAGs as superficial and materialistic continues to perpetuate a narrow and one-dimensional view of women in the sports world, ignoring their individuality.

The WAGfluncer 

Influencer WAGs like Alix Earle and Morgan Riddle bring a modern approach to the WAG label, leveraging social media to build independent brands while also drawing criticism for sometimes reinforcing superficial stereotypes. Alix Earle is known for her past relationship with MLB player Tyler Wade and now relationship with NFL player Braxton Berrios. Earle captivated millions on TikTok with lifestyle content that blends beauty, fashion, and glimpses of her high-profile relationships. Similarly, Morgan Riddle, who is dating tennis star Taylor Fritz, has gained a large following by offering fans a glamorous, behind-the-scenes look at professional tennis life. By frequently highlighting high-end fashion, exotic vacations, and backstage access, these influencer WAGs risk reinforcing stereotypes of WAGs as status-seeking socialites who use their relationships with athletes as stepping stones to personal fame and financial gain. This portrayal can make it challenging for the public to see beyond the influencer facade, ultimately limiting how these women are perceived outside of their partner’s celebrity sphere.

The Entrepreneur WAG

The Entrepreneur WAG represents a new kind of sports partner who turns their public platform into successful, independent business ventures, reshaping the traditional role of the athlete’s spouse. Kristin Juszczyk, wife of NFL player Kyle Juszczyk, embodies this through her work in wellness, fitness, and fashion. She has cultivated a unique brand that leverages her knowledge and passion for health, creating a career path distinctly her own. And creating insane sports fashion for other WAGS and brands, making a name for herself. Similarly, other Entrepreneur WAGs, like Ayesha Curry, the wife of NBA star Stephen Curry, have turned their public presence into thriving business ventures. Ayesha has built a successful culinary empire through cookbooks, a restaurant chain, and a lifestyle brand. These women showcase how WAGs can leverage their influence to establish financial independence, create brands that reflect their personal passions, and achieve visibility beyond their relationships. By building businesses that emphasize wellness, fashion, and food, Entrepreneur WAGs challenge the stereotype of WAGs as merely spending or enjoying their partner’s wealth. Instead, they show that they are powerful figures contributing meaningfully to their industries and communities.

WAG? More like HAB or PAS.

The Sports WAG represents a unique evolution of the WAG, where the athlete’s partner is not just a supportive figure but an accomplished or more well-known professional athlete in their own right. These women challenge the traditional narrative by excelling in their own sports careers, often achieving fame and recognition independent of their relationships. Simone Biles, for instance, is an Olympic gold medalist and one of the most decorated gymnasts in history. While she is in a relationship with NFL player Jonathan Owens, Biles' own athletic achievements and her advocacy for mental health have solidified her as an icon in her own right. In reality, Jonathan Owens is more of a HAB (husband and boyfriend of professional athletes) than Simone Biles is a WAG, and the media has made it known. Her relationship with Owens, although public, does not define her, and her success as an athlete and role model stands far apart from the typical WAG persona.

Similarly, Sue Bird, a legend in women’s basketball, is one of the most decorated players in WNBA history. In addition to her sports accomplishments, Bird has been in a long-term relationship with soccer star Megan Rapinoe, a celebrated figure in women’s soccer known for her activism and leadership on and off the field. Both women have used their platforms to advocate for gender equality, social justice, and LGBTQ+ rights, establishing themselves as influential public figures beyond their athletic careers. Rapinoe, like Bird, has been celebrated for her accomplishments and activism, making her far more than just the "partner" of another well-known athlete. These Sports WAGs defy traditional expectations by building careers and public identities that reflect their own talents and values, apart from who their significant other is.

High Profile WAG

The Celebrity WAG is a type that transcends the traditional role of a supportive partner, carving out a public persona that is as influential as, or even more notable than, their partner's fame. Taylor Swift, for example, has maintained a wildly successful career as a global pop star, and her relationship with NFL player Travis Kelce only adds to her ever-growing media presence. While their relationship has drawn attention, Swift’s personal brand, rooted in her music and activism, remains the focal point of her public image, showing how a Celebrity WAG can maintain independence despite being in a high-profile relationship. Similarly, Victoria Beckham, whose marriage to soccer legend David Beckham made her a global icon, leveraged her fame from her Spice Girls days to build a successful fashion empire. Victoria’s influence extends far beyond being “Posh Spice” or a “football wife.” She is a businesswoman and fashion mogul, using her platform to promote her personal brand while maintaining a distinct identity from her husband’s sporting achievements. 

Historically, figures like Marilyn Monroe also fit this archetype, though in a more complex light. Monroe’s brief marriage to baseball legend Joe DiMaggio placed her in the category of the Celebrity WAG, but her fame far eclipsed her role as DiMaggio’s wife. Monroe's image as a Hollywood icon was built on her own acting career, and while her relationship with DiMaggio was highly publicized, it was Monroe’s personal achievements and persona that captivated the world. Vanessa Hudgens, in her relationship with MLB player Cole Tucker, represents another modern example of the Celebrity WAG, where her acting career continues to be her main identity, while her relationship garners media attention without defining her. These women embody a shift in the WAG archetype, showing that when the individual celebrity is strong enough, the relationship becomes just one part of a multifaceted identity that encompasses personal career success, public image, and influence. 

In conclusion, the evolving portrayal of WAGs highlights the broader shifts in society’s views on gender, fame, and personal identity. While the stereotypical WAGs of the past were often defined by their association with their partners' athletic careers, today’s WAGs come in many forms, each contributing to sports culture in unique ways. The modern WAG is no longer confined to a single, one-dimensional role, from the influencer WAGs to the Entrepreneur WAGs. Meanwhile, Celebrity and athlete WAGs have redefined what it means to be in a relationship with an athlete, showcasing their own athletic prowess, public presence, and activism while challenging traditional gender expectations. Unfortunately, all of these women continue to be connected under this one term. 

However, these women are more than just the label they are given in many ways. As the WAG identity continues to evolve, it becomes clear that these women are no longer merely accessories to their partners' fame, but independent, influential figures in their own right, shaping culture both within and outside of the sports world. In doing so, they have redefined what it means to be a WAG, turning the name into one of empowerment and independence.