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 brands or brands who want to focus in on niche themes or specific demographics. I’m breaking them all down below.
The Macros
Morgan Riddle – The certified hustler
Partner: Taylor Fritz (World No. 4)
Top Platforms: Instagram (475k), TikTok (607k), Youtube (114k)
Content Themes: Fashion, Tennis, Travel, Democratic Politics, Beauty, F1
Potential Conflicts: N/A, Fritz’s Boss sponsorship does not seem to have any bearing on who she can partner with.
Recent Brand Partnerships: Shopbop, Calvin Klein, Kerastase, Acuvue, FP Movement, Grey Goose, Wilson
Based in: Los Angeles + Miami
Paige Lorenze — The modern Martha Stewart
Partner: Tommy Paul (World No. 20)
Top Platforms: Instagram (1M), TikTok (738k), Youtube (303k)
Content Themes: Homemaking (Interior Design, Cooking, Gardening), Fashion, Beauty
Potential Conflicts: I’ve heard from clothing brands that she’s focused most on promoting her own fashion brand, Dairy Boy, at the moment.
Recent Brand Partnerships: Burberry, Gatorade, Lulu & Georgia, Laneige, Dobel Tequila, Shark Beauty, Naked Smoothie
Based in: Connecticut
Ayan Broomfield — The changemaker
Partner: Frances Tiafoe (World No. 29)
Top Platforms: Instagram (100k), TikTok (40k), Youtube (2.59k)
Content Themes: Fashion, Tennis (she played on the ITF and WTA tours and was an NCAA National Champion), Diversity in Tennis, Beauty
Potential Conflicts: N/A, Tiafoe’s Lululemon sponsorship means she mostly partners with them for activewear but it does not appear to be a deal breaker.
Recent Brand Partnerships: True Religion, Liquid IV, Shea Moisture, Sorel Footwear, Calvin Klein, Cadillac, Shark Beauty
Based in: Orlando
The Micros
Mirjam Shapovalova - The chic former pro
Partner: Denis Shapovalov (World No. 23)
Top Platforms: Instagram (72k)
Content Themes: Fashion, Tennis (former WTA player), Dogs
Potential Conflicts: Longstanding activewear partnership with J Lindeberg
Recent Brand Partnerships: J Lindeberg, Maria Nila, La Roche Posay, Doordash
Based in: Tracking this down was mission impossible, but it appears to be multiple locations.
Daria Medvedeva - The funny mom
Partner: Daniil Medvedev (World No. 14)
Top Platforms: Instagram (27.2k)
Content Themes: Motherhood, Fashion, Tennis, Travel
Recent Brand Partnerships: FP Movement, Lacoste
Based in: Monte Carlo
Mia Savio - The Aussie cool girl
Partner: Matteo Arnaldi (World No. 72)
Top Platforms: Instagram (6k), TikTok (438)
Content Themes: Fashion, Tennis, Travel
Potential Conflicts: Has her own activewear brand called Oivas
Recent Brand Partnerships: Forever New, Omorfi
Based in: Monte Carlo + Melbourne
Ivana Nedved - The girl next door
Partner: Sebastian Korda (World No. 56)
Top Platforms: Instagram (77.6k), TikTok (847)
Content Themes: Fashion, Travel
Recent Brand Partnerships: Tennis Channel
Based in: Florida
Ones to Watch
These are women who haven’t done official brand partnerships yet but are worth keeping an eye on or reaching out to.
Emily Snyder - The rising star
Partner: Valentin Vacherot (World No. 39)
Top Platforms: TikTok (29.5k), Instagram (11.8k)
Good fit for: Beauty brands (lots of GRWM content), indie fashion brands, travel brands
Based in: Monte Carlo
Nina Aliassime - The luxurious equestrian
Partner: Felix Auger-Aliassime (World No. 12)
Top Platforms: Instagram (23.2k)
Good fit for: High fashion brands, equestrian brands, travel brands
Based in: Monte Carlo
Veronica Confalonieri - The effortlessly cool mom
Partner: Lorenzo Musetti (World No. 8)
Top Platforms: Instagram (28.2k)
Good fit for: Indie and Italian fashion brands, maternity and baby brands
Based in: Monte Carlo
Jirth Maesen - The laidback hipster
Partner: Zizou Bergs (World No. 40)
Top Platforms: Instagram (3.5k)
Good fit for: Indie and Belgian fashion brands, beauty brands
Based in: Antwerp
Paloma Amatiste - The glam girl
Partner: Alejandro Davidovich Fokina (World No. 18)
Top Platforms: Instagram (3.2k)
Good fit for: Fashion brands with a focus on night-out attire, swimwear brands, beauty brands
Based in: Monte Carlo
Now what I really want to know who is who are the “HABs” and WAGs traveling with their wives, fiancées, and girlfriends on the WTA tour (specifically those that are not part of their coaching teams). Are any of them using that platform in interesting ways? Let me know in the comments! And as always send tennis news and tips to jessica@hard-court.com 🖤
Love this break down! And we definitely have to talk about the HABs. One person I think is missing though is Natalia Zabiiako, Daria Kasatkina’s partner. Can’t wait for the accompanying Podcast… 👀 Cooking!
This is a great post, Jessica!
Most of the hate towards WAG’s stems from deep-seated misogyny. I too, don’t think any of them detract from the sport. Personally, I enjoy Morgan’s vlogs, I think it’s a lot of fun to see some BTS madness. Or even Ayan’s work, like her project Ayan’s Aces, wherein she partners with brands to bring women of color to tournaments. I thought that was a lovely initiative too!
I didn’t know much about Jirth,Paloma, and Mia but now I do.
Also, as far as the WTA players feeling outsized… I don’t really blame some of them for feeling that way.. but in case of the WTA, they have an abysmal marketing strategy ( if they even have one 😭)