NFL spouses turn social media fame into multi-million dollar content empires

Chanen Johnson, spouse of Saints tight end Juwan Johnson, transformed early online ridicule into a thriving social-media business, now boasting nearly four million followers across platforms. The once-pejorative label “WAG” has been re-appropriated by a new generation of athletes’ partners who use TikTok and Instagram to showcase daily life, mock critics and attract lucrative brand deals. Figures like Allison Kucharczyk, Ann Michael Maye, Sadé Vanessa and Claire Kittle have similarly amassed audiences in the millions, often teasing their husbands’ lower follower numbers.

The NFL has embraced this shift, inviting creators to speak at league meetings and partnering on game-day videos, while spouses such as Kristin Juszczyk have secured official licensing agreements. The phenomenon is not limited to football; partners of F1 drivers, NBA players and WNBA athletes are also building sizable followings and exploring media projects. As these influencers expand into reality shows, podcasts and agency representation, they are reshaping the commercial landscape around professional sports.