WAGs: The Good, the Bad and the Ugly

2024 has been a landmark year for sports: from the Paris Olympics to the Euros, our screens haven’t had a break. But this year has also marked a comeback for one of professional sports' most hotly debated topics: Wives and Girlfriends, 

or ‘WAGs’. These women have long drawn beyond the sport of their partners. From Victoria Beckham to Taylor Swift, they’ve been loved and hated. So, what accounts for their renewed popularity? Are they a harmless addition to sports, or a potential threat to women’s sports?

Back in Vogue 

Being a WAG is no longer confined to red carpets and courtside photo ops, leaving fans to imagine the glamorous lifestyle they lead in private. Thanks to social media, we can now follow their dress collections and yacht excursions in real-time. No longer is it rare for a WAG to be a star in their own right – many are entrepreneurs, activists and influencers, continuing even if their relationships with the sports stars end. Brands are eager to collaborate with these WAGs-turned-icons. 

Take Alexandra Saint Mleux, girlfriend of Formula 1 star Charles Leclerc. While Charles has seventeen million followers on Instagram, it’s Alexandra’s TikTok presence that has caused a frenzy. In her recent campaign for cosmetics company Rhode, her fashion and beauty choices influenced thousands of fans. What she wears, people want. 

The Flipside 

It’s not all social media domination and brand campaigns. Many WAGs have also used their platforms to advocate for women’s sports. In motorsport, the introduction of F1 Academy — an all-female championship — was promoted by WAGs, who were pictured with the drivers and across the paddock. Given the overlap between motorsport fans and WAG followers, it was a smart move to harness their influence to boost the profile of women in racing. 

However, some were quick to point out the potential difficulties and controversies of such a partnership. The power of WAGs’ fame risks overshadowing the women they were there to support. While they draw attention to female athletes, the media’s focus on WAGs’ personal lives could divert attention away from the drivers themselves. There’s also the concern that the association with WAGs reinforces the outdated notion that women’s worth, even in sports, is tied to their relationships and desirability. 

Though it seems that many WAGs genuinely want to uplift women’s sport, their influence requires careful navigation if it's to match their intentions. If not handled with consideration, their visibility could unintentionally detract from the achievements of female athletes. 

In 2024, WAGs have seen a huge resurgence in popularity, fueled by their growing influence on social media and their advocacy for social issues. However, for this to be truly positive, it must be utilised carefully and in some instances not at all. The challenge of ensuring female athletes aren’t left in the shadows should be the priority, and WAGs must not be solely burdened with promoting women’s sports. The glamorous world of WAGs is back and as controversial as ever.

Image from Liza Vasilyeva