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.

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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

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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

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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

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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 🖤