Portugal and Brazil WAGs illustrate shifting spotlight from historic companions to luxury icons

In Portugal, the early presence of Flora Claudina Bruheim beside legend Eusébio in the 1960s is highlighted as a precursor to the modern concept of WAGs, marking a discreet but notable public interest in footballers’ partners. The piece traces the evolution to later figures such as Helen Svedin, partner of Luís Figo, and Marisa Cruz, noting how their public profiles grew alongside the players’ careers.

In Brazil, recent matches have showcased the wives and girlfriends of national team players flaunting high‑end timepieces valued at over R$100 000, including Audemars Piguet, Cartier, Rolex and other luxury brands. The coverage emphasizes the conspicuous display of wealth and the role of these women as fashion influencers at football events.