A definitive guide to the tennis WAG-scape

The OGs, micro-influencers, and rising stars to keep your eye on, for brands and fans alike.

The wives, fiancée’s, and girlfriends of tennis players (known as WAGs) are a hot topic in the sport, eliciting strong reactions from fans and even some players (particularly WTA players who have had legitimate concerns about the outsized attention they receive over actual female tennis players). But a lot of the complaints about them feed into tired, sexist tropes and, from a marketing perspective, I think their presence is a net positive for tennis.

If you’re a brand looking to get more involved in the tennis community while the sport is buzzing, WAGs can be a great entry point. Today’s WAGs aren’t just showing up to look pretty in the stands—they’re business women with their own brands and goals that transcend their partners, in some cases making more money during big tournaments than them (no, this is not hyperbole).

There are a few WAGs who get most of the spotlight, but also many lesser-known partners who have yet to go “full influencer” that present opportunities for smaller bran…