The modern importance of the WAG

With the growth of social media, the culture around sports is changing. In the past, you rooted for your favorite player because they were good, on your favorite team or because you liked their attitude. But modern players have found a new route to bring in new fans — their wives and girlfriends. Enter the WAG. 

While the term WAG stands for wives and girlfriends of players, the term is used to discuss all partners of athletes and the important role they fill nowadays. But what all goes into being a WAG? At face value, all that is required to earn the title is to be the partner of an athlete. However, the title in its modern capacity calls for more action on the partner’s side.

A WAG typically has a vibrant social media presence — through Instagram, YouTube and podcasts — where fans can follow along with them and their partner. This allows fans to get a glimpse into the athlete’s personal and family life. While a majority of WAGs are stay-at-home parents or social media influencers, many retain their jobs and personal success even after securing their WAG title. In fact, many modern WAGs are also celebrities. 

Athletes dating superstars is not, however, a new concept. With sports, incredible success makes an athlete a celebrity. Sports stars have attended the Met Gala, the Oscars — the list goes on. Rubbing elbows with Hollywood’s finest has undoubtedly led to iconic pairings across sports and the arts. Such pairings include actress Gabrielle Union and basketball star Dwayne Wade, or Victoria Beckham of the Spice Girls and soccer star David Beckham. 

One of the most iconic celebrity pairings kicked off back in 2023, when actress and singer Hailee Steinfeld was spotted on a date with Buffalo Bills’ superstar quarterback Josh Allen. The couple dated for only two years before getting married in 2025 and is now expecting their first child together in early March. While Steinfeld certainly did not need the WAG status to further her professional career, the bridge created between music and football fans only boosted both her and Allen’s popularity. 

On the opposite end of the spectrum, there are plenty of WAGs who did not already come with their own fanbase but had their celebrity status take off in part due to the popularity of their partners. One of the most recent examples is Ann Michael Maye, wife of Patriots quarterback Drake Maye. Ann Michael rose to stardom this past football season amidst Drake’s success throughout the year, sharing her love of baking, fitness and gameday outfits on her social media accounts. Pats fans embraced the newest WAG, dubbing her “Queen of the North” and welcoming her with open arms. 

A specific genre of WAGs is the Athlete-WAG. This group of athletes includes those who are dating a fellow athlete or even a teammate. Due to the nature of most sports being separated by the gender binary, teammates dating is a mostly queer affair. Take former Baylor women’s basketball teammates DiJonai Carrington and NaLyssa Smith. The pair started dating in secret during their time together in college. Carrington was drafted by the Sun in 2021 and Smith would join the WNBA via the Fever the following year. The two have gone viral during one of their games after a crash to the ground showed some visible tension.

WAGs can also help shape the perception of these players, sharing behind-the-scenes content of the athlete in their homes. Allison Kucharczyk, wife of former NFL player Isaac Rochell, regularly shares content of her husband at home, interacting with their children and showing fans a side of Rochell that is not evident from his time on the field. This insider perspective that wives and girlfriends of players can give makes the athletes more relatable to the fans and grows their fanbase, extending beyond football fans.

In a world full of WAGs, Kylie Kelce has created a lane of her own. Kelce is the partner of retired Philadelphia Eagles Center Jason Kelce. Kelce started gaining popularity after making quick appearances on her husband’s podcast, “New Heights,” in 2023 and 2024. This was coming off of the ever iconic “Kelce Bowl” where Jason Kelce and the Eagles played his brother, Travis Kelce, and the Kansas City Chiefs in the Super Bowl. The Kelce family as a whole rose to fame due to the brothers’ podcast and Jason Kelce’s heartfelt relationship with his wife. 

Kylie Kelce hit home with fans with her relatable tales of motherhood and down-to-earth personality. In late 2024, Kelce started her own podcast “Not Gonna Lie,” where she shared her opinions on modern parenting, sports and social media. Following her husband’s retirement, Kelce took on a bigger role in the Eagles Autism Foundation. Fans were enthralled with all she could do while still being a mother and supporting partner to her husband. Through this, Kelce created her own fan base separate from her husband’s and the Eagles. 

While not necessary for a player’s success in their sport, a WAG is crucial to the player’s relationship with their fans. Athletes at the top of their game are not always able to worry about their online image, but their partners are. Arguments on whether social media’s impact on sports is beneficial are endless. However, fans’ obsession with their favorite players, teams and WAGs is not going anywhere.