WAGs 2.0: From Soccer Wives to Global Brands
Modern “WAGs” (Wives and Girlfriends of soccer players) have evolved into independent global brands by 2026. Unlike the 2006 era of supporters, current partners like Georgina Rodríguez and Ester Expósito operate as entrepreneurs, actresses, and influencers with social media followings that sometimes exceed the notoriety of their partners.
The role of the soccer partner has shifted from the stands to the boardroom. According to the report, the “WAGs 2.0” generation from Spain, the U.S., Norway, and Brazil are now celebrities in their own right.
How have soccer partners evolved since 2006?
The 2006 World Cup era was defined by partners who primarily supported their players from the sidelines. By 2026, this dynamic has changed. Current partners are often influencers or entrepreneurs who build their own brands separate from their partners’ athletic careers.
Some of these women now secure more advertising contracts and followers than the athletes they are with. This marks a departure from the Victoria Beckham era of the early 2000s.
Who are the most influential WAGs in 2026?
Several figures now dominate the global entertainment and fashion space. Georgina Rodríguez, fiancée of Cristiano Ronaldo, has transitioned into a global celebrity with her own Netflix reality series and millions of followers.
Ester Expósito, the Spanish actress known for the series Elite and partner of Kylian Mbappé, is cited as one of the most influential figures in the Spanish-speaking world. Similarly, Antonela Roccuzzo, wife of Lionel Messi, maintains high popularity through collaborations with international brands.
Other prominent figures include:
- Bruna Biancardi: A Brazilian influencer focusing on fashion and travel as the partner of Neymar.
- Taylor Ward: A lifestyle content creator and wife of Riyad Mahrez, who is the daughter of former player Ashley Ward.
- Suzette Carter: An American model and influencer in a relationship with Aurélien Tchouaméni.
What defines the “WAGs 2.0” era?
The current era is characterized by diverse backgrounds and varied public images. Some, like Switzerland’s Leonita Xhaka, maintain an elegant, family-oriented image. Others, like Inés García, leverage high-profile social events.
García, an influencer from Seville, officialized her relationship with Lamine Yamal in May during a La Liga title dinner and a Bad Bunny concert in Barcelona. In the U.S., Ashley Herron Turner, a former NFL cheerleader, represents this blend of sports worlds as the wife of goalkeeper Matt Turner.
Personal histories also vary. Erling Haaland’s partner, Isabel Haugseng Johansen, has been with the Manchester City striker since childhood in Norway, with the couple welcoming their first child in 2024.
Because these women now operate as brands, they may continue to expand their portfolios into television and fashion. Their influence could potentially overshadow the sporting events they attend.
Frequently Asked Questions
Who is Ester Expósito?
She is a Spanish actress revealed by the series Elite and the partner of Kylian Mbappé, recognized as a highly influential personality in the Spanish-speaking world.
How did Inés García and Lamine Yamal officialize their relationship?
The couple officialized their relationship in May during a dinner celebrating the La Liga title and a Bad Bunny concert in Barcelona.
When did Erling Haaland and Isabel Haugseng Johansen have their first child?
The couple, who have known each other since childhood in Norway, welcomed their first child in 2024.
Which of these modern influencers do you find most impactful in the world of sports and fashion?