WAGs of Top Athletes Command Massive Social Media Following in 2026 Sports Season

Brazilian wives and girlfriends of national‑team players have become social‑media powerhouses ahead of the 2026 World Cup. The most followed is Bruna Biancardi, partner of Neymar, with about 16.6 million followers on Instagram and TikTok. She is followed by model Karoline Lima (7 million), Natalia Belloli (3.7 million), Gabriely Miranda (2.7 million) and Duda Fournier (2.2 million), while dozens of other partners rank between one and three hundred thousand followers.

The phenomenon extends beyond Brazil. In the United States and other markets, WAGs are generating significant brand value. According to influencer‑marketing platform Lefty, WAG‑related content has earned an estimated $25.2 million in earned media value this summer, with Formula 1 WAGs contributing $12 million and NBA WAGs $10.8 million. About 84 % of these women are aged 18‑34 and 80 % are female, making them an attractive audience for marketers. As one NBA player noted, “The bag’s undefeated,” referring to his fiancée Jordyn Woods’s branded handbag that has become a social‑media staple during games. With the World Cup, Wimbledon, the US Open and multiple F1 races drawing global attention, WAGs are now a central part of the sports‑culture spectacle.