Step aside, fellas — all eyes are on the World Cup ladies.
As the 2026 FIFA World Cup kicks off on American soil for the first time in 32 years, the wives and girlfriends of soccer’s biggest names are commanding attention — not just for their supermodel looks or glam style, but because they’ve become businesses and brands in their own right.
Once a tabloid shorthand for footballers’ wives and girlfriends, especially in the British press of the early 2000s, an era largely marked by Victoria Beckham, WAG culture has since evolved into something more powerful and lucrative.
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