The partners of England's national football team players, often referred to as the 'WAGs' (wives and girlfriends), are augmenting their income through brand partnerships while accompanying the team during the World Cup. This trend highlights how their presence at major sporting events translates into significant promotional opportunities.
Jude Bellingham's girlfriend Ashlyn Castro and Ollie Watkins' wife Ellie are among those actively engaged in promotional work. Both have established followings as social media influencers, utilizing their platforms to endorse various products. Castro has shared content promoting beauty brands like Clarins, showcasing their Double Serum and lip oil, while emphasizing its hydrating qualities during travel. She has also promoted the beverage brand SPRINTER, which offers on-the-go hydration powders, through social media posts featuring various outfits. IMAGE2
Ellie Watkins has also used her presence at the tournament to promote brands. She has shared TikTok videos featuring makeup products from Iconic London, demonstrating their application. Additionally, she has promoted custom-made Vans, created by her brother-in-law Jordan Watkins, via her Instagram Stories. IMAGE1 IMAGE5
Megan Pickford, wife of goalkeeper Jordan Pickford, has adopted a prominent role among the partners, curating her matchday outfits to align with the team's and host city's themes. Her attire for England's match in Dallas included a cowboy hat, designer jeans, and a distinctive White Lady Dior handbag. While not directly engaged in paid promotions in the same manner as Castro and Watkins, her carefully selected ensembles generate significant attention. Insiders suggest Pickford embraces the 'WAG' role, drawing parallels to past eras.
The wives and girlfriends are present as the England team advances in the tournament, with their next significant challenge being a match against Mexico. The team recently secured a victory in a prior match, narrowly overcoming a deficit. The upcoming game is anticipated to be a demanding fixture, especially considering the high altitude at the Azteca Stadium in Mexico.