The partners of England's national football team are increasingly establishing themselves as influential figures in their own right, leveraging social media and entrepreneurial ventures to build personal brands and generate substantial income. These "WAGs" (wives and girlfriends) are engaging in a variety of side hustles, ranging from influencer marketing and brand partnerships to establishing their own businesses.
Publicity expert Ana Vilhete notes that today's WAGs can earn significant sums through social media alone, with some posts potentially fetching over £100,000. Brands are eager to collaborate, seeking to place their products on these high-profile individuals, particularly within the fashion, lifestyle, and wellness sectors. This trend marks a departure from previous generations of WAGs who relied more on exclusivity and mystery.
Several partners have notable online presences and business ventures.
Ashlyn Castro, girlfriend of Real Madrid's Jude Bellingham, is an American model and influencer with over 675,000 Instagram followers and an additional 253,300 on TikTok. She has collaborated with brands such as Clarins, Pretty Little Thing, Charlotte Tilbury, and NARS, and appeared in DJ Khaled's 2021 music video for "Popstar."
Olivia Naylor, married to Manchester City's John Stones, is an entrepreneur who runs the Olivia Naylor Clinic and Brow and Blade Academy, specializing in eyebrow treatments and permanent makeup, as well as offering anti-wrinkle treatments and lip blush. She also founded Moosh, a children's clothing brand. Her clinic Instagram account has 37,600 followers.
Ellie Alderson, engaged to Aston Villa's Ollie Watkins, utilizes her Instagram account with 88,500 followers and a ShopLTK link to earn affiliate commissions on fashion purchases. She became engaged in 2024 and married the following year.
Lucia Loi, who has been in a relationship with Manchester United's Marcus Rashford since they were teenagers, has 132,000 Instagram followers. She has previously worked as an account executive and graduated with honors in Advertising and Brand Management. Her social media features collaborations with various beauty and wellness brands.
Tolami Benson, fiancée of Arsenal's Bukayo Saka, is a PR communications professional and a recognized style influencer. She was represented by United Talent Agency and has garnered attention for her fashion-forward approach, including custom outfits during major tournaments. Benson studied public relations and media and has a history of PR work. Her Instagram presence includes collaborations and fashion features.
Anouska Santos, wife of Manchester United's Luke Shaw, is the founder of Treat Studios, an independent accessories and jewelry business, and Treats Kids, a children's clothing brand. Her ventures are frequently featured on her Instagram account, which has 84,900 followers. The couple resides in Cheshire with their four children.
While some partners maintain traditional careers, such as nurse Naima Corbin (wife of Eberechi Eze) and software engineer Mia McClenaghan (girlfriend of Reece James), the trend toward personal branding and entrepreneurialism among the partners of England's footballers is increasingly prominent.