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WAGs: From Partners to Power Players
25 Apr
Summary
- Social media empowers athletes' partners to build independent brands and influence.
- The term 'WAG' is debated, with experts noting potential sexism and outdated gender norms.
- Some partners are investing in their communities and building business empires.
The perception of athletes' wives and girlfriends, often referred to as 'WAGs,' is undergoing a transformation. While the term itself faces criticism for potentially upholding outdated gender norms and being sexist, social media has provided a platform for these women to cultivate their own brands and expand their influence.
Experts note that 'WAGs' are increasingly building careers and establishing their identities independently of their famous partners. This shift allows them to become aspirational figures, especially for female fans who see them pursuing dreams and careers alongside their involvement in the sports world.
In Edmonton, for instance, partners like Lauren Kyle McDavid are not only associated with their hockey player husbands but are also actively investing in the city and developing their own businesses, such as a bar and a clothing line. This community investment resonates with fans who value local engagement and recognize these women as entrepreneurs in their own right.
