The NFL has highlighted its 20 hottest wives and girlfriends, including Taylor Swift, in a recent announcement from Variety.
The NFL has spotlighted its top 20 wives and girlfriends (WAGs) in a piece published by Variety on September 20, 2026. Notably, pop superstar Taylor Swift features prominently among this list, following her relationship with Kansas City Chiefs tight end Travis Kelce. Swift's emergence as an NFL figure has significantly influenced the league's demographics and viewership, particularly among women and younger audiences.
Swift's relationship with Kelce has garnered remarkable attention, significantly increasing NFL popularity among female viewers. Reported figures indicate a 53% rise in NFL viewership among girls aged 12 to 17 and a 34% increase among women aged 35 and older. This shift underscores Swift's unique ability to engage a demographic that has traditionally shown less interest in football, furthering the NFL's outreach and revenue growth.
In addition to Swift, other prominent figures highlighted include Madison Beer, who is engaged to Los Angeles Chargers quarterback Justin Herbert. Their relationship began making waves in 2025 and culminated in an engagement by July 2026. Meanwhile, couples like Simone Biles, married to safety Jonathan Owens, and Hailee Steinfeld, who wed Buffalo Bills quarterback Josh Allen, also feature in this celebration of influential women connected to the NFL.
Moreover, the NFL has recognized the wives and girlfriends of various star athletes, including model Olivia Ponton with Bengals QB Joe Burrow and social media influencer Marissa Ayers, dating Giants QB Jaxson Dart. The league’s effort to promote these figures marks a notable shift in its marketing strategy, aiming to connect more with fans.
Prior to the current season, the NFL proactively engaged this audience by featuring WAGs alongside their partners in various promotional materials, including footage from training camps. This content rollout demonstrates the league's desire to blend sports with celebrity culture to attract broader audiences.
The adoption of the term WAGs, initially popularized in the U.K. around football culture, illustrates how this concept has transcended borders. It now resonates within American sports, particularly with the NFL's growing embrace of celebrity dynamics. This unveiling not only boosts individual visibility for these women but also ties them more closely to the stars on the field.
The recognition of WAGs signals a shift in how the NFL interacts with its fan base, particularly leveraging the star power of figures like Swift. This could potentially reshape the marketing landscape of the league, creating more inclusive events and initiatives aimed at women and girls.
As the NFL season progresses, expect to see continued emphasis on these couples and their influence within the sport, which may impact merchandise sales and audience engagement long-term. This strategy might redefine traditional views of WAGs in sports, showcasing them as influencers in their own right.
For those interested in the intersection of sports and culture, the listing of the NFL’s top WAGs marks a significant moment in how the league adapts to changing demographics and fan expectations.
While the NFL has not announced specific marketing initiatives tied to this celebration of WAGs, the positive reception to Swift and others highlights an evolving relationship that could increase visibility for both the league and these emerging icons.
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