US EditionSport Researchers Say Spouses of Athletes Growing in Popularity
- On June 1, 2025, a report highlighted the growing popularity of athletes' spouses, or WAGs, focusing on Edmonton and North America.
- This trend began in the early 2000s with couples like David and Victoria Beckham and resurged due to social media's influence during the COVID-19 pandemic.
- Athletes' spouses such as Lauren Kyle McDavid actively use social media and leverage their partner's fame to build businesses and public profiles.
- Quinn Phillips, a spokesperson for the Edmonton Downtown Business Association, expressed that having the spouse of a well-known athlete financially supporting and contributing to the local community is a meaningful and unique opportunity.
- Experts say social media lets WAGs control their narratives and create opportunities, indicating sustained interest and influence in sports culture.
26 Articles
26 Articles
Athletes' spouses growing in popularity, in part to social media, researchers say
During the COVID-19 pandemic, athletes' spouses saw their social media popularity rise. Netflix has also created shows following their lives in recent years, although the trend dates back to the 2000s.
They are the ones that every weekend of race steal every look in the paddock for their trending looks and their unconditional support to the athletes
The style-setting wives and girlfriends of Formula 1
The Formula 1 WAGs commanding attention trackside Meet the girlfriends and wives redefining what it means to be a motorsport muse.By Sophie Howe Alexandra Saint Mleux and Rebecca Donaldson. COURTESY GETTY. The world of Formula 1 isn’t just about high-speed races and precision engineering. It’s also a front-row seat to one of sport’s most glamorous sidelines: the fashion-forward women cheering on the drivers from the paddock. The wives a…
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