The spotlight long held by wives and girlfriends of professional athletes is increasingly being shared by their college counterparts. These young women, often dubbed 'college WAGs' (Wives and Girlfriends), are leveraging social media platforms like TikTok and Instagram to gain millions of views, secure brand deals, and even hire agents, all while still in school.
“The college WAGs are coming up,” said Allison Kaye, a celebrity makeup artist who offers on-location services for athletes' partners. “College is more fun, and you can also follow [the girls] from college into the NFL.” Kaye, who typically works with NFL WAGs, has seen an increase in requests from college athletes' partners, particularly at major universities like Ohio State and Penn State, as college athletics gain more traction on social media.
A video of Hannah Straub, girlfriend of former Miami Hurricanes wide receiver Keelan Marion, garnered over 3.6 million views after she posted a comforting message to him following a loss. Paulina Adams, a fashion student and Pilates instructor at Miami University in Ohio, saw her social media following surge after publicly acknowledging her relationship with Ohio State quarterback Julian Sayin. Adams, with 120,000 followers across Instagram and TikTok, frequently posts about campus life, baking, and her game-day outfits, which she notes "always slay."
Brands are recognizing the potential of this demographic. Chloe Van Berkel, a graduate student and girlfriend of Monmouth University football player Charlie Sasso, has attended New York Fashion Week and secured partnerships with brands like TRESemmé and Herbal Essences. Peter Knell, a talent and brand partnership firm executive, explained that "brand loyalty is formed early, and if you can do that in an authentic way it can be very powerful and very positive."
The rise of these college influencers coincides with the NCAA's 2021 NIL (name, image, and likeness) policy, which allows college athletes to profit from their personal brands. Knell noted that "now brands want to make money off of them and everyone in their orbit," including their significant others.
Influencers like Alix Earle, who gained fame through her "Get Ready With Me" videos during her time at the University of Miami, have demonstrated the appeal of college-centric content. Kaye believes college WAGs have similar potential, offering content that feels fresh and authentic compared to the more saturated NFL WAG sphere. "These girls, they are very genuine people, and I think it’s because they are so young, they don’t know not to be [real]," she said.
Even partners of college coaches are building significant online presences. Loreal Sarkisian, wife of University of Texas head football coach Steve Sarkisian, boasts over 200,000 followers and has attended Paris Fashion Week events. Olivia Cochran, wife of Texas Tech University football coach Josh Cochran, has also gained a substantial following on TikTok for documenting her life.
For those aspiring to become influencers, Kaye advises them to "post it and see what happens," emphasizing the importance of enjoying life and remaining genuine.