Listed: The AFL’s 20 most powerful WAGs
The wives and girlfriends of footy’s biggest names have well and truly made their mark on AFL culture — and they’re good for business too. But an expert says coaches may not always be a fan of the focus on their powerful off-field lifestyles.
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Sports marketing experts say WAGs are a powerful part of AFL culture because they add value beyond the playing field.
“The marketing power of partners of sport stars is increasingly significant thanks to the opportunities social media platforms have provided to reach not only larger audiences, but also those people who have an interest beyond sport itself,” Con Stavros, Associate Professor in Marketing at RMIT University, said.
“Modern sport is much more than a physical activity, encompassing an associated lifestyle that segments of the public have a voracious appetite for.
“The partners provide a pathway to that lifestyle and brand themselves in doing so, opening up independent opportunities to leverage their exposure.”
His comments came as the Sunday Herald Sun listed the AFL’s 20 most powerful WAGs, based factors including public profile, influence, brand collaborations, and social media reach.
Associate Professor Stavros said players and partners are “acutely aware in the contemporary environment that life after sport must go on, so building a marketable brand during the playing days might be a good investment for the future.”
He added: “I’m not sure coaches always like this given their focus is on results without distraction, but marketers love it as the athletes, partners and their lifestyles provide something valuable beyond the playing field.”
Here are the AFL’s 20 most powerful WAGs.
REBECCA JUDD
The undoubted queen of the WAGs (and ex-WAGs).
The mum of four and wife of dual Brownlow medallist Chris Judd, has created an empire that encompasses modelling, brand ambassador roles, TV, radio and influencing.
She has 851,000 followers on Instagram, has written a best selling book on pregnancy and is invested in the popular athleisure brand Jaggad and spray tan business, Spray Aus.
Other brand ambassador roles include Land Rover, Paul Bram, Next and Chadstone shopping centre.
She is a genuine A-lister here in Melbourne and touches all markets: fashion, style, family, home improvement, fitness, lifestyle, entertainment and business.
Judd was one of the first WAGs to see the possibilities of direct marketing to her social media audience and has proved herself to be savvy, smart and the city’s most enviable power WAG.
NADIA BARTEL
The former wife of Geelong star Jimmy Bartel is a fashion and beauty influencer of powerhouse proportions.
She has created a carefully and thoughtfully curated fashion brand called Henne, that has a dedicated following with each drop selling out within minutes.
The brand, which she owns with her sister Michelle, means ‘her’ in Swedish. Bartel is far more than a WAG. Starting in advertising and marketing she launched a blog called The Chronicles of Nadia before starting an online clothing store The Con-Nection. She is a powerful influencer in the beauty space with 587,000 Instagram followers and has a keen interest in real estate. She is also starting to make inroads into TV presenting – watch this space.
Her most important role is mum to her sons Aston and Henley. Bartel gained much respect for navigating the ugly public breakdown of her marriage with quiet dignity and class.
JESINTA FRANKLIN
Franklin had made a name for herself long before she married Sydney Swans star Buddy Franklin.
After winning Miss Universe Australia in 2010 Franklin quickly made her mark in media, modelling and fashion as someone young women found aspirational and as a rising star who was not afraid to have an opinion.
After a taste of reality TV with Celebrity Apprentice, Franklin became the face of department store David Jones, wrote a best selling book, Live a Beautiful Life, and inked lucrative endorsement deals with the likes of Cadbury, Crown and Olay.
She runs her own lifestyle app and has 385,000 followers on Instagram.
Becoming a mum to Tullulah in February has widened her appeal and power within the lucrative mums, bubs and families marketing sphere.
At just 28, Franklin has so much yet to achieve. She is a business force to be reckoned with and her power is only going to grow.
MEGAN GALE
Never been keen on the tag of WAG. Gale was one of the best known women in Australia thanks to her role as the face of David Jones, as the host of TV shows including Project Runway and Australia’s Next Top Model, and for her role in the box office smash Mad Max: Fury Road before her relationship with former Richmond player Shaun Hampson saw her add WAG to her resume.
But really, Gale is a brand and a brain.
She has been a swimwear designer, had a homeware collection and been an ambassador for L’Oreal.
The Melbourne-based mum of two has recently launched her infant skincare range called Your Mindful Life and has current deals with brands including Lexus. She has 455,000 followers on Instagram.
SOPHIE CACHIA
Might not be a name that jumps to mind when WAGs are being discussed but the Melbourne mum of two fits the criteria.
She was married to Jaryd Cachia who played 14 games for Carlton in 2013.
Cachia started blogging as The Young Mummy and quickly grew a curious but enthusiastic audience by sharing her very personal stories about her pregnancies, births and wedding.
She now is an influencer with 264,000 Instagram followers and is a partner in an online pyjama and loungewear business called Cachia.
The brand is a quiet achiever, consistently selling out its pieces pretty much on the night of release.
Make no mistake, PJs are big business. Cachia’s marriage to Jaryd ended late last year and she is now dating Australian soccer player Alanna Kennedy.
ALEX PENDLEBURY
The wife of Collingwood captain Scott Pendlebury, has built a business with considered investments and partnerships with brands that align with her personal philosophy.
A qualified nutritionist and healthy lifestyle advocate, Pendlebury and her husband are part owners of the Progression Fitness Club and the healthy home delivered food service, Dineamic.
She is a successful model with Chadwick Models and a presenter for Chemist Warehouse.
The mum of two is also in demand for lifestyle and influencer partnerships with high quality brands in the infant and childhood space.
Authentic, real and relatable, Pendlebury has 85,000 followers on Instagram.
JESSIE MURPHY
A high-profile commentator on beauty and fashion, and in-demand socialite, Murphy is the wife Carlton captain Marc Murphy, and mother of Max.
A former racecar grid girl, Murphy graduated to the big league when she and Marc were named Australian Grand Prix 2020 ambassadors.
In fact, the couple were the only racers to do some hot laps of the Albert Park Lake circuit in an F2 car before the GP was called off.
Jessie works extensively with the MADD Foundation, which raises money for sick kids with specific needs.
She is also a brand ambassador for Lexus of Blackburn.
Jessie works alongside other brands, including Smile Solutions.
She has 254.8K Instagram followers.
OLYMPIA VALANCE
When filming of the series Playing for Keeps, Valance was playing a WAG.
By the end of filming she was a WAG, having fallen for Essendon player Thomas Bellchambers.
The couple have been dating for over a year and have already invested in property together.
Valance’s career is continuing to flourish with roles on Channel 7’s Holey Moley and Australia’s Got Talent and various social media partnerships and endorsements.
She has also launched her own alcohol brand, Splash Vodka. Valance has 214,000 Instagram followers.
TAYLA DAMIR
Love Island favourite Damir has built a thriving business as an influencer thanks to her reality TV adventures and her 525,000 Instagram followers.
Damir recently moved to Melbourne to be with her partner, Richmond dual premiership player, Nathan Broad.
Damir also has ambassador roles with skincare range Bangn Body and Michael Arthur Diamonds.
ABBEY HOLMES
TV host, reality show contestant, AFL boundary reporter and former AFLW player Holmes is proving to be a versatile, entertaining and talented media performer.
She was a fearsome contender on Australian Survivor last year and helms Into The Outback With Abey for the National Geographic Channel.
She has 129,000 Instagram followers and recently launched the Blindside clothing brand. Holmes’s partner is former Gold Coast Suns, West Coast Eagles, now Hawthorn, player, Keegan Brooksby.
JERRI JONES
Has made a name for herself as founder and creative director of Jerri. Jones a fashion label that specialises in quality leather jackets for men and women.
She and her husband, former Melbourne Football Club captain, Nathan, launched the brand in 2014 which also features silk robes and slips, as well as sweatshirts.
The mother of two has an eye for style which is appreciated by her almost 23,000 followers on Instagram.
EMMA HAWKINS
Doting mum to Arabella and Primrose, the wife of Geelong favourite Tom Hawkins leads a wholesome yet glamorous way of life that keeps her 116,000 Insta-followers scrolling for more.
She’s a commentator on all things life, style and motherhood.
Emma and Tom live on a farm, solidifying her brand of authenticity and realness.
Her business collaborations include Yellowglen, Woolmark, Wattle Health and Charles Rose Jewellers to name a few.
CHARLOTTE VINEY
The glamorous wife of Jack Viney is a retail and PR dynamo who works at fashion house Zimmerman, with a keen eye on trends and changing fashions.
Viney has also worked as a content creator, marketing specialist and social media co-ordinator for top brands.
Jack and Charlotte married at a winery in Nagambie last year, and in June, welcomed a daughter Mila Grace Viney.
Viney has 20,000 Instagram followers.
BRIT SELWOOD
A special needs teacher and model, Davis and Cats superstar Joel Selwood married in January this year after a long courtship.
Brit Selwood is a former Australian Grand Prix ambassador, worked in sales and marketing at fashion label Manning Cartell and has collaborated with various charities, including a visit to the Cotton On Foundation’s sponsor village Mannya in Uganda.
“Joel is a great housemate,” she once said. ““We share the chores but he isn’t a handy man, that’s my job.”
Brit has 61,000 Instagram followers.
BROOKE COTCHIN
She made headlines last week after visiting a beauty spa while in lockdown at an AFL hub. But Brooke Cotchin, wife of Tigers captain Trent Cotchin, won widespread admiration for owning her mistake, and taking responsibility for her actions.
Brooke and Trent have three children, Parker, Harper and Mackenzie.
Brooke has previously run online homewares and children’s clothing businesses, and is also a lifestyle influencer and blogger.
Brooke and Trent also run a sock company, Posisocks and Brooke has 36,000 Instagram followers.
Fun fact: Brooke and Trent went to the same high school, but dated other people.
ISABELLA CARLSTROM
The wife of AFLW star Moana Hope, is expecting their first child in November.
The couple, who married last year, went through IVF with a sperm donor to fulfil their dream of becoming parents. Hope wants to carry their next child.
A model with Swedish and New Zealand bloodlines, Carlstrom suffered from headaches and exhaustion in the first 16 weeks of pregnancy.
But she says they’re ready for parenthood, laughing: “Finally I’m looking like I don’t just have a beer belly.”
Isabella has 45.9K Instagram followers.
TRACY GAHAN
Gahan and AFLW star Erin Phillips stole the show when Phillips won the inaugural AFLW Best and Fairest at the 2017 W Awards, and Gahan sealed the victory with a lingering kiss. Gahan, a retired pro basketballer from the US, and Phillips have three children, Blake, Brooklyn and Drew.
Gahan tried out with New York Liberty and Connecticut Sun in the WNBA draft, then took her career abroad, playing basketball in Greece, Ireland, Poland and Australia.
Locally, she played for Adelaide Lightning and Dandenong Rangers.
KIRSTEN STANLEY
A former Miss Universe WA finalist, Stanley, a model is the wife of Geelong star Rhys Stanley.
The couple have two children, Jagger and Sloane.
A former Australian Grand Prix ambassador and VIP guest at high-end events, Stanley proved her down-to-earth credentials recently, after opting out of 14-day quarantine alongside her husband at a 5-star resort, and staying at her family farm in Quairading, two hours drive from Perth.
Kirsten has 30,000 Instagram followers.
JORDAN ABLETT
Jordan Ablett is the wife of Cats superstar Gary Ablett Jr, and mother to son, Levi.
Last month, she revealed Levi is battling a rare degenerative disease, adding: “You’ve only been with us for a short while but you’ve already taught us more than some people learn in a lifetime.”
Jordan has worked with, and provided care, guidance and training for troubled youth and children with autism.
She also works with community groups for parents who have children with learning difficulties.
Her brand collaborations include PAWS4KIDS, Chadstone, Bardot and Coles. She has 34,500 Instagram followers.
DANI SHREEVE
Melbourne model Dani Shreeve, girlfriend of Hawthorn player Jack Gunston, has worked with Australian labels such as Kookai, Steele, Coco & Lola and Bardot.
She recently shared her love and pride about Gunston’s 200 game milestone.
“It’s incredible and you should be so proud of yourself,” Dani said.
“I will be cheering on from home.”
She has 18,600 Instagram followers.
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