Morgan Riddle has been on the cover of Tatler and The New York Times, which named her ‘the most famous woman in men’s tennis’. Paige Lorenze has nearly one million followers on Instagram and owns a lifestyle business (of which world number two Carlos Alcaraz is a fan). Ayan Broomfield, meanwhile, walked the red carpet at Cannes Film Festival earlier this year, has released her own capsule collection with Veronica Beard and hangs out with Hailey Bieber in her spare time. What do they all have in common? Boyfriends who double as professional tennis players. 

The list does not end there and, of course, the term ‘WAGs’ (wives and girlfriends) is nothing new. Coined by the British press in the early 2000s to label the group of women romantically linked to high-profile English footballers – we’re talking about the likes of Victoria Beckham, Cheryl Cole and Colleen Rooney – the term has naturally extended to other sports, including F1 and, most obvious this summer, tennis. But the original role of a WAG was to support from the sidelines, be seen and not heard; a responsibility taken so seriously (or considered a distraction so great) that many weren’t allowed to stay in the same hotel as their other halves the night before a football match. 

Oh, how times have changed – and the tennis circuit, which typically begins at the Australian Open in January and runs until the US Open in New York City in early autumn, seems to have paved the way for a new era. Why? Because, while she might not be on court, Riddle is working the circuit just as hard as her boyfriend, US favourite and world number five Taylor Fritz. The same goes for Lorenze, who is dating American professional Tommy Paul, and Broomfield, a former Canadian tennis player who is in a relationship with Frances Tiafoe. While they aren’t practicing their serve, they are practicing their poses for Instagram – and it’s earning them the big bucks with luxury brands. In short, influencing and content creating has redefined the WAG. 

To brands, they’re irresistible. Lorenze revealed last year that she will likely get as many brand deals as Paul during the US Open, while Forbes estimated Riddle and Broomfield earn $1-3 million per year in brand endorsements. Tennis never sleeps and neither does advertising, plus the sport is always televised and boasts an age-old connection to an affluent audience. On a global sporting stage like Wimbledon, where advertising on court is not permitted, dressing one of the top-performing players – or, if you’re not a sporting brand, their beautiful partner – equates to the next best thing. Welcome to the new wave of marketing. 

After meeting Fritz on celebrity dating app Raya, Riddle made her mark on the social scene when she filmed a GRWM (meaning ‘get ready with me’, for those who don’t know) video before heading out to watch Fritz play at the Australian Open in 2022 – and it quickly gained 1.5 million views. Since then, she has documented her life on private jets, fashion shoots, holidays and, most importantly, the tennis circuit. Case in point is a recent video captioned: ‘When you start dating a professional tennis player and literally all you do is travel the world, dress cute, drink champagne and go to Wimbledon.' It’s not hard to see the appeal.

Morgan Riddle poses with Taylor Fritz after he wins the 2024 Delray Beach Open. Image: Alamy

Morgan Riddle and Taylor Fritz in a US Open campaign for Heineken. Image: Heineken

Do they like the term ‘WAG’? I can’t imagine, given its association with a very Noughties view of women literally being sidelined, they do. But love it or hate it, being one has given the likes of Lorenze and Riddle access to unrivalled opportunities and, in the world of influencers, presence in places most would never be able to access. Tennis is the only professional sport where it has been normalised for coaches and WAGs to sit in the same box, mere metres from the baseline. For those not in the same position, these women grant us an insider's perspective and a behind-the-scenes look into the world’s tennis circuit – they simply wear Chanel, Thom Browne and Miu Miu while doing so.

However, while it may all look like pretty pictures and easy brand deals, it’s a job they take seriously. Riddle told Tatler earlier this year, “Having the title [WAG] shouldn't mean that we're any less than because we choose to support our partners,” while Broomfield added: “I think initially, I took offence to it. But I think we're now working on tour, we're now making our own money… some of the girls are more famous than the guys, so it's like, we’ve found this new lane.” 

Broomfield is right. Lorenze has nearly three times as many Instagram followers as Paul. She was a content creator before she met him, however, she told W Magazine last month that after they started dating, “my Instagram grew a lot, my YouTube grew a lot, everything grew a lot. I’ve gained a lot from tennis, I won’t lie.” While Riddle is still behind Fritz in that sense, she has partnered with Wimbledon to create a fashion-forward series rounding up the best-dressed at the London tournament. 

So, is it all sunshine and rainbows? It’s not hard graft, but it’s a lot of travelling. Many professional tennis players take only a month off per year (normally in December, before the Australian Open) which is nothing compared to the three-month summer leave of footballers. Louise Jacobi, who has now spent five years on tour with her British beau and UK number one, Cameron Norrie, told Tatler: “If you’re dating a successful guy, a lot of the time they’re going to be travelling. With a lot of jobs, it wouldn’t be appropriate for you to be going on their work trips… so I think it’s a unique experience that you’re able to travel with them.”

And, while it’s not compulsory for the tennis WAGs to travel, their role is first and foremost to be a cheerleader. Speaking to CNN Sport last year, Fritz spoke of Riddle’s impact on the tour: “I think it’s great to just kind of have someone who is with you, supporting you, helping keep you focused. As someone who had nothing to do with tennis before, in Morgan’s case, she’s done an amazing job over the years just kind of understanding.

Ayan Broomfield at Cannes Film Festival 2025. Image: Alamy

Paige Lorenze at Wimbledon 2024. Image: Alamy

“She gets it, and she also understands what it takes each week and throughout the year to help me play my best tennis and feel my best. I think that’s a big thing – I just kind of have someone helping me at all times.”

Equally, while Riddle is the first to admit that it’s important to get her Instagram shot, she claims not to measure a tennis tournament by her brand deals. She told Glossy: “[When it comes to my work here] I try to not stress myself out too much and not take things that seriously. Because really, it’s just TikToks. I would say how I measure a successful tournament is how Taylor does in the tournament.” 

If there’s one thing to take away here, it’s that the new era of tennis girlfriends and wives are tapping into something new – ultimately proving the term ‘WAG’ may be far too reductive. 

Read more: Court couture: The best-dressed players at Wimbledon 2025