The world of professional football has always been a platform for athletes to shine, but increasingly, the spotlight is shared with those who stand beside them: NFL spouses and partners. These women, often known as NFL WAGs (Wives and Girlfriends), are taking advantage of the digital age to build their own personal brands, creating powerful online presences that extend far beyond the football field.
With the rise of social media, they now have the ability to influence, connect, and inspire millions, while also shaping the broader sports and entertainment culture.
Madison Beer, dating Chargers quarterback Justin Herbert, Source: Instagram.
The Rise of NFL WAGs as Influencers
Over the last decade, social media has evolved into a powerful tool for building personal brands, and NFL spouses and partners have taken full advantage of this shift. Platforms like Instagram, TikTok, and Twitter have enabled them to share glimpses into their personal lives, hobbies, and family dynamics, providing a unique behind-the-scenes look at what it means to be a part of the NFL world. From fashion and beauty tips to family moments, these women have successfully capitalized on their access to high-profile athletes, their glamorous lifestyles, and their ability to engage a large, loyal audience.
These platforms give NFL WAGs a direct connection to millions of followers, allowing them to influence trends in fashion, fitness, and wellness, all while humanizing the athletes they are associated with. It’s not just about being a spouse or partner of a famous football player—it’s about building a brand, and these women are doing so with increasing sophistication. By sharing their journeys, struggles, and successes, they’ve turned themselves into relatable, aspirational figures.
Gisele Bündchen, married to Tom Brady, Source: Instagram.
Expanding Beyond the Football Field
While NFL players are the stars of the show on the field, their spouses and partners are making waves in the digital space by expanding their influence beyond the football world. Many of these women have ventured into entrepreneurship, launching businesses, fashion lines, health and wellness brands, or even charitable foundations. Their online presence offers the perfect platform to promote their ventures, leading to collaborations with major brands, sponsored posts, and exclusive product endorsements.
Take, for example, the case of Gisele Bündchen, who, although married to NFL star Tom Brady, has cultivated a career as a successful supermodel and environmental activist. Her online presence, built over years of careful curation, has helped her expand into different industries, all while maintaining her status as a high-profile influencer. Similarly, many other NFL WAGs have used social media to build successful careers independent of their husbands’ fame.
By cultivating their own audiences and leveraging their connections to the NFL, these women have transformed the concept of the “football wife” into something much more substantial: a powerful voice in the influencer space.
For a deeper dive into the role of influencers in the sports world, Forbes provides in-depth coverage of how these individuals are transforming the way brands approach influencer marketing. As social media continues to grow, the influence of NFL WAGs on social media is only going to become more prominent and powerful.
Christen Goff with baby and husband Lions quarterback Jared Goff, Source: Instagram.
The Business of Family Branding
An interesting aspect of the growing influence of NFL spouses and partners is the concept of family branding. Social media offers an ideal venue for not just individual brands to thrive but for entire families to grow their influence together. Many NFL players and their partners are now joining forces to promote a unified family brand, creating content that shows off their shared values, interests, and lifestyle. This approach not only strengthens the couple’s presence but also appeals to audiences who are drawn to the authenticity of family-focused content.
From vacation photos to joint interviews, these families create content that appeals to both sports fans and lifestyle enthusiasts. This blending of personal and professional life helps solidify their status as family-oriented figures in the public eye. By sharing relatable family moments, they are able to build a deeper emotional connection with their followers.
This model of family branding is becoming increasingly popular, with even young children of NFL stars becoming mini-celebrities in their own right. Some have already begun to build their own social media followings, further solidifying the family’s digital empire. This cohesive branding strategy not only benefits the partners but also the players themselves, as it humanizes them and builds a more comprehensive narrative around their public image.
Anna Hall (left), engaged to Giants’ Darius Slayton, Source: Instagram.
The Impact of NFL WAGs on the NFL Brand
The rise of NFL spouses and partners as social media influencers has had a significant impact on the NFL’s brand. Traditionally, the league has focused on promoting players, coaches, and teams. However, as NFL WAGs have gained more prominence, the league has found itself with an entirely new group of influencers who can help shape its public image.
By endorsing products, participating in charity work, and offering insights into their personal lives, NFL spouses and partners help to expand the NFL’s reach beyond the game itself. This has led to a shift in the way the league engages with its audience. It’s no longer just about the game on Sundays; it’s about creating a lifestyle brand that resonates with fans on a more personal level.
For instance, NFL WAGs often use their platforms to champion causes that are close to their hearts, whether it’s mental health awareness, social justice, or supporting local charities. This gives the NFL a broader voice in these important conversations and helps align the league with issues that matter to its fans. In this way, NFL spouses and partners are not just promoting themselves but also helping the league to become more socially responsible and connected to its audience.
Anabella Campagna, engaged to Texans’ Derek Stingley Jr. Source: Instagram.
The Challenges and Criticisms
Of course, the rise of NFL WAGs on social media has not been without its challenges. These women often face criticism for capitalizing on their partner’s fame, with some critics questioning the authenticity of their influence. Others argue that their online personas are too curated or that they are benefiting from their husbands’ success rather than their own merits.
While some of these critiques are fair, it’s important to recognize the value in what these women are doing. They are leveraging the opportunities available to them in the digital age to build careers, influence consumer behavior, and engage with a global audience. What was once a behind-the-scenes role has now become a dynamic, influential presence in the public eye.
Moreover, as the industry of social media influence continues to mature, so too will the strategies used by NFL spouses and partners. With the rise of influencers in every niche, it’s clear that this group of women is just getting started.
Conclusion
NFL spouses and partners are no longer relegated to the sidelines when it comes to fame and influence. As they carve out their own niches in the digital space, they are reshaping the way we think about influence, branding, and social media in the world of professional sports. By creating their own personal brands, engaging with fans, and promoting family-centric content, they are expanding the definition of what it means to be part of the NFL family. In doing so, they are making a lasting impact on the social media landscape.
