Don’t call Kylie Kelce a WAG. The acronym for the “wives and girlfriends” of professional athletes rankles the podcaster, who first rose to fame as the wife of retired Philadelphia Eagles player Jason Kelce. As she explains, the phrase suggests that “your spouse’s profession swallows you up as well.”
But many in the media are heralding this moment as a “new era” for WAGs, and Kelce is just one of several famous women who are at the fore of this renaissance: Everyone from TikToker Alix Earle, who is dating Houston Texans player Braxton Berrios, to Olympic gold medalist Simone Biles — unquestionably the more famous athlete — who is married to the Chicago Bears’ Jonathan Owens. Then there’s Taylor Swift, one of the most successful musicians on the planet, who, thanks to her relationship with Kylie’s brother-in-law Travis Kelce, has become the ultimate symbol of the new WAG.
Meanwhile, a host of lesser-known women are experiencing their first taste of fame through their relationships with tennis players, Formula 1 race-car drivers, and even pole vaulters. A sizable number have leveraged their romantic lives to receive brand deals, podcasting opportunities, and magazine profiles.
By and large, our understanding of WAGs is rapidly evolving to acknowledge their own social and economic power. They’ve transformed from tabloid punching bags to an appealing status symbol. Still, the continued use of the term does raise some complicated questions: Why are we so interested in defining these women, some of whom are independently successful, by their relationships to men? And what does it mean that they might be raking in more attention and financial opportunities than some female athletes?
