“WAGS” – wives and girlfriends of sports – is one of the most coveted yet controversial labels within the sports world. It began as a term used to describe a niche phenomenon, but has since evolved into a cultural force amplified by social media. With game-day looks, dating content, and inevitable controversies, social media has reignited public obsession with WAGs.
The acronym, initially derived from the glamorous wives and girlfriends of high-profile athletes, has grown into a subculture fueled by the rise of influencer culture. In the early 2000s, stars like Victoria Beckham and La La Anthony became icons of the WAG lifestyle, perfectly blending celebrity culture with athletics. Similarly, VH1 housed shows like Baller Wives, and WAGs Atlanta, while Entertainment TV (E!) got in on the WAGs franchise, showcasing the lives of women in cities like Miami and Los Angeles. Today, WAGs are known for much more than their relationships with athletes; they’ve become celebrated for their fashion, extravagant lifestyles, and family dynamics, offering a glimpse into the exclusive world of professional sports and wealth.
The rise of NIL (Name, Image, and Likeness) deals has significantly expanded WAG culture, reaching beyond professional athletes to include collegiate sports. With the legalization of NIL deals in 2021, college athletes are now allowed to profit from their personal brands. This has led to an influx of social media visibility, sponsorships, and endorsement opportunities. As a result, while WAGs were once almost exclusively associated with professional athletes’ partners, they are now also inclusive of college athletes’ partners, who can capitalize on the newfound visibility of their significant others.
One of the early examples of this shift was the group of Clemson WAGs – Tiffany Jeffcoat, Marissa Lawrence, MaKenzie Rencher, and MacKenzie Galloway. In 2020, these four women, united by their relationships with Clemson football players, quickly became internet sensations. They gained popularity with their adorable game-day outfits and joint TikToks, which fans eagerly anticipated before each game. Their combined social media presence made them a standout group, blending sports culture with fashion and fun, capturing the attention of fans across the country. However, after a few breakups, marriages, babies, and draft days, these once-college WAGs are now moving on to the next chapters of their lives, making room for a new generation.
While we enjoy seeing these women live out their dream lives in the spotlight, they have often been subject to harsh criticism in the comment sections. Recently, Heisman Trophy honoree Travis Hunter found himself in the hot seat regarding his relationship with fiancée Leanna Lenee. The couple was first introduced to mainstream culture after sharing content together during their time at Jackson State University. However, as Hunter’s fame grew, Lenee went from being celebrated online to being scrutinized for every move she made. She was wrongfully accused of expressing negative feelings after his final game of the season, failing to stand when he was announced as the Heisman winner, and poorly interacting with fans during a meet-and-greet. While Hunter continues to show support and defend her, even going as far as deactivating his Instagram account, social media’s judgment remains harsh.
Not only do these women have to be mindful of how they are perceived during games, but unfortunately, they also face constant judgment based on their appearances. WAGs of the San Francisco 49ers were publicly disrespected on social media for their physical looks after a video of them celebrating a playoff victory went viral. The comments highlighted an ongoing battle faced by Black WAGs, who are often scrutinized for their looks and discriminated against for not conforming to the unrealistic beauty standards promoted by online critics.
“Black women in this space (with or without a ring) have to earn the room,” Kayla Greer, partner to Robert Beal Jr, told GU in 2024. “It isn’t given to us. We have to be with our spouse for years and show that we have our own or are hardworking just to gain respect.”
Although being a WAG is often highly coveted, it comes with its own set of challenges. However, the culture doesn’t show signs of slowing down anytime soon. Last month, Netflix announced W.A.G.s To Riches, its newest series featuring eight Black women and how they navigate their lives alongside their high-profiled partners. While these women enjoy the luxuries and exclusive perks that come with professional success, their visibility and influence are largely tied to the achievements and public images of their significant others. Regardless, whether they are a sports wife, a musician’s partner these women should be celebrated for being themselves and loved in peace.