Home / Lifestyle / WAG Wars: Football vs. Rugby Style Empires
WAG Wars: Football vs. Rugby Style Empires
13 Mar
Summary
- Football WAGs flaunt logomania, while rugby WAGs embrace quiet luxury.
- Both sets of WAGs have built substantial business empires.
- Amy Huberman's entertainment firm boasts over €1.43 million in profits.
The landscape of Irish sporting partners, known as WAGs, has bifurcated into two distinct styles: the football set and the rugby set. The football contingent champions a 'more is more' philosophy, characterized by private jets, high-fashion brands, and conspicuous consumption, epitomized by figures like Aine May Kennedy and Lauren Bowry. In contrast, the rugby queens favor quiet luxury, prioritizing heritage, sustainability, and understated elegance, as seen with Amy Huberman and Jessica O'Mahony.
Beyond their distinct aesthetics, both groups have demonstrated significant entrepreneurial acumen. The football WAGs, such as Claudine Keane, wife of Robbie Keane, have leveraged their visibility into lucrative careers in property development and brand ambassadorships. The rugby WAGs, including Amy Huberman, have built substantial businesses in wine, footwear, and entertainment, with ASM Entertainment reporting over €1.43 million in accumulated profits as of 2026. Jessica O'Mahony has launched a travel booking platform, transforming her lifestyle into a scalable business model.
This divide extends to their 'matchday economy' styles. Football WAGs display high-investment, high-visibility fashion with items like Hermès Birkins and Cartier jewelry, totaling an estimated €32,400+. Rugby WAGs, conversely, opt for more accessible yet quality pieces from brands like DeMellier and Chupi, with an estimated cost ranging from €1,370 to €2,250. This contrast highlights not just fashion preferences but differing strategies for building influence and wealth.
The ultimate 'war of the WAGs' in 2026 is no longer about material possessions but social media clout and commercial power. While football WAGs utilize international moves for wealth generation, rugby WAGs capitalize on relatability and 'homegrown hero' appeal. Amy Huberman leads the power list with a diversified empire, followed by Claudine Keane's property ventures and Jessica O'Mahony's innovative travel platform, showcasing the evolving business prowess of these prominent figures.
