The world of soccer has long been dominated by the players who chase glory on the pitch, but a new wave of influencers is emerging from the sidelines. Wives and girlfriends — commonly referred to as WAGs — have harnessed the reach of Instagram, TikTok and YouTube to build personal brands that rival the fame of their partners.
The Influencer Evolution of WAGs
Take Antonela Roccuzzo, the longtime partner of Lionel Messi, who commands nearly 40 million followers and has turned her platform into a launchpad for fashion collaborations and lifestyle products. Georgina Rodriguez, who shares a life with Cristiano Ronaldo, boasts 74 million followers and has diversified into reality‑TV, beauty lines and even a limited‑edition sneaker collection. Meanwhile, Argentine pop star Tini Stoessel, dating midfielder Rodrigo De Paul, blends music, fitness and fashion, partnering with global names such as Under Armour, Pantene and Adidas.
These women illustrate a broader trend: social media has democratized earning potential for WAGs. Where once a simple photo could earn a few hundred dollars, today a single story can fetch anywhere from $5,000 to $25,000, and top influencers command six‑figure fees for multi‑post campaigns. The financial upside is amplified by endorsement deals with luxury brands, from Chopard and L’Oréal to Anastasia Beverly Hills and NYX Professional Makeup.
A New Frontier for American WAGs
While European and South American WAGs have become staples of global sponsor lists, their American counterparts have largely remained in the background. The United States is at an inflection point, however, as soccer’s popularity surges and Major League Soccer attracts higher viewership. This cultural shift opens a pathway for U.S. partners — such as Tolami Benson, who recently signed a L’Oréal Paris ambassador deal and is preparing a capsule collection with River Island — to claim a larger slice of the influencer market.
The financial calculus is simple: more fans, more eyeballs, more brand interest. As the sport’s footprint expands across the country, American WAGs are poised to leverage their growing followings into multimillion‑dollar enterprises, mirroring the success stories that have already defined the genre abroad.