Variety has published a ranking of prominent partners of NFL players, termed "WAGs" (wives and girlfriends), capitalising on increased interest in the league driven largely by celebrity relationships, particularly Taylor Swift's high-profile romance with Kansas City Chiefs tight end Travis Kelce.

– Taylor Swift and Travis Kelce married in July 2025 at Madison Square Garden; Swift's involvement with the NFL has increased viewership among girls aged 12–17 by 53%, women 35+ by 34%, and generated over $1 billion in estimated revenue for the league.
– Madison Beer, pop star and fiancée of Los Angeles Chargers quarterback Justin Herbert, confirmed their relationship in October 2025 after dating rumours emerged when she appeared in his music video.
– Actress Hailee Steinfeld married Buffalo Bills quarterback and 2024 league MVP Josh Allen in May 2025; the couple welcomed a daughter named Harper earlier this year.
– Other notable WAGs include model Olivia Ponton (girlfriend of Bengals quarterback Joe Burrow), influencer Marissa Ayers (partner of Giants quarterback Jaxson Dart), and former Fifth Harmony member Normani.
– The NFL has strategically capitalised on WAG culture through coordinated content initiatives, including footage from training camps featuring players and their partners.