Names like Morgan Riddle, Paige Lorenze and Ayan Broomfield have become synonymous with a new generation of tennis WAGs taking courtside coupledom to successful new heights.
No longer just the domain of their player partners, sponsorship deals and brand collaborations feature heavily across the social media accounts of some of the most recognisable sports-adjacent content creators.
And, after the popularity of the Drive To Survive-style Netflix docuseries Break Point offered a deliciously stylised insight into the highs and lows of the professional tennis circuit, the sport has arguably never been more popular.
Throw in the ever-growing number of A-list attendees that range from film stars and pop icons, to royalty, at tournaments like Wimbledon and the Australian Open, and you’ve got yourself a game, set, and perfect match for brands looking to boost their bottom line.
Enter the new wave of tennis WAGs who are more than happy to oblige. Whose constant visibility by way of their partner’s year-long playing schedule, is an enticing – and rather lucrative – point of difference for companies looking to capitalise on the lack of an off season.
What Are Tennis WAGs?

Tennis WAGs, or the slightly snappier – TWAGs – are the tennis wives and girlfriends of professional tennis players.
The term reached fever pitch in the early-oughts under the reign of queen WAG herself, Victoria Beckham, when shots of the popstar and her fellow WAGs supporting their husbands on the sidelines at the 2006 FIFA World Cup in Baden-Baden first appeared as front page news.
As public interest evolved into media obsession with the popstar-turned-football wife as she travelled the world in support of her professional football player husband, David Beckham, the world of sport was flipped on its head.
“Behind every great man is a great woman,” as the saying goes – especially in the case of players like Taylor Fritz, Tommy Paul and Frances Tiafoe – whose off court romances have blossomed into a booming business for their better halves. But that’s not to say there’s any riding on coattails here. On the contrary.
Some of the most recognisable tennis WAGs like Riddle, Lorenze and Broomfield, or more locally, Costeen Hatzi, serve up style and substance in spades, with each providing an invigorating sense of relevance to a sport that’s long languished under a stuffy veil of perceived elitism.
With that in mind, we’ve broken down some of the faces you’ll become familiar with when tuning into the tennis—from who they are, to what they do, and how they met their sporty other half.
Paige Lorenze

Paige Lorenze, 26, is an American influencer, entrepreneur and business owner who’s been dating professional tennis player and current world #12, Tommy Paul, since 2022.
At the time of writing, Lorenze has 841K followers on Instagram and counts brand deals with Dior Beauty, Chanel, and Illy as just some of her more prominent partnerships.
But sponsorship deals aren’t the only source of income for the savvy Lorenze, who in 2021 launched her clothing, accessories and lifestyle brand, Dairy Boy, followed by American Charm.

The brand, and subsequently Lorenze’s own profile, has only continued to increase, with Forbes naming the social media star as one of the highest-paid and most influential tennis player partners in her own right.
“I have probably as many brand deals as Tommy does during the U.S. Open,” said Lorenze in an interview with the publication, which estimates that she, and members of her tennis-adjacent creator cohort, such as Riddle and Broomfield, will earn between $1 million and $3 million (USD) in brand endorsements for 2024.
“I would be lying if I said that tennis hasn’t affected my income; on the brand deals side of things, it’s made my content more valuable,” Lorenze told Forbes. “I had a very strong following before tennis, but I think it’s being adjacent to the sport that brands really like.”
Morgan Riddle

Morgan Riddle, 26, is a US-born content creator whose other half, Taylor Fritz, is currently ranked world #4.
Described in a profile by The New York Times as “The most famous woman in men’s tennis,” Riddle met Fritz on the dating app Raya in 2020 and have been by each other’s side ever since.
A grandstand regular, Riddle first drew attention from crowds and followers alike for her stylish courtside ensembles and has since evolved her content to include more educational-style explainers on the sport she’s become so heavily involved in.
What began as casual GRWM-style TikTok of her outfit choices for the summer tennis schedule (a video that has since been viewed over 8 million times) then led to Riddle being hired by Wimbledon to host “Wimbledon Threads,” a video series chronicling the event’s most fashionable guests.
“To get that that recognition from them was really big for me,” shared Riddle of the prestigious commission.
As she’s continued to grow her understanding and love for the sport, so too has her natural inclination to share it with her 576K TikTok and 417K Instagram followers on a self-proclaimed mission to “make tennis cool again”. A kind of ambassador-like undertaking that’s so far proved mutually beneficial to both members of the tennis power couple.
“I cover the younger generation, the teenage girl fans of tennis because I think tennis, media and the sport in general, underestimate how many of them there are,” she said in an interview with The Age.
“It’s taken some time to be recognised for bringing these audiences into tennis.”

But for all her success, she’s no stranger to the unique demands placed on tennis WAGs and the scrutiny that comes with sporting relationships. “If his ranking had gone down, they’d say it’s my fault,” she told The Times.
Despite the heightened pressure to deal with the outside noise that comes from being one half of a public facing couple: “I’m really happy with what I’m doing, and I’m making good money.”
“People are allowed to make all the judgments they want. A lot of times people have assumptions about me, but then they watch my YouTube, or they listen to me on a podcast, and they’re like, ‘Oh my gosh, I was wrong.”
Ayan Broomfield

Canadian-born Ayan Broomfield, 27, became part of the tennis WAGs community when she partnered up with American player Frances Tiafoe over a decade ago.
The couple met as junior players where Broomfield had enjoyed her own professional tennis career until injury forced her to put away the racquet.
Having come from a professional background in the same sport as her partner, the term WAG was a tough one for Broomfield to wrap her head around.
“I think initially, I took offence to it because I think the connotation of WAG was a woman that didn’t really have anything for herself and was just riding off the coattails of her significant other,” she revealed to Tatler.
“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.”
Because of her initial hesitation, Broomfield is still considered relatively new to the world of influencing.
Despite this, she’s managed to amass an Instagram following of nearly 100,000, leveraging her social prowess to launch her social enterprise, the Ayan Broomfield Foundation.

It would be easy to draw comparisons between Broomfield and Tashi Duncan from Challengers. After all, the parallels between Zendaya’s character, Tashi’s experience and her own, weren’t lost on Broomfield, who recalled telling Tiafoe at the time: “This is weird. I feel like this is us.”
Now, Broomfield counts collaborations with esteemed industry brands like Winston as some of her most lucrative partnerships, taking inspiration from fellow tennis WAGs Morgan Riddle and Paige Lorenze, who have both “made a career out of being on the road” and in turn, become close friends.
Like Riddle, she’s on a mission to bring the world of tennis to the masses, using her platform to promote the sport to a new generation of would-be players and fans.
“We’re able to bring a lot of younger women to the sports,” she noted in an interview with Glamour.
“I know some girls are even coming out just to see some of the tennis WAGs.… And a lot of people are playing tennis because of it. So it’s bringing a completely different demographic to sports…. I think that’s amazing to have women interested in sports. I think it’s great.”
Costeen Hatzi

Her partner – Nick Kyrgios – might not be ranked as high as some of the player’s linked to other tennis WAGs, but Costeen Hatzi, is definitely one to watch.
The couple announced their relationship in December 2021, after sharing a picture of them both on his Instagram account: “I’m blessed,” he wrote, adding, “This is to the New year & a chance for all of us to get it right.”
Since then, Hatzi has been a major source of support for the player, who’s suffered through his own career highs and lows, made all the easier with her by his side.

Not one to put aside her own ambitions, 24-year-old Hatzi, who currently has 175,000 Instagram followers, runs her own clothing hire company called Style Studio Dress Hire and regularly posts various brand collaborations and partnerships.
“I think it’s super important as a woman and as a girlfriend to have your own thing going on,” she told Who.
“It’s really easy to get lost and caught up in your partner’s life, especially if they’re a global athlete. It’s important for me to have my own life and my own goals, too.”
Louise Jacobi

As the partner of British world #1 Cameron Norrie, Louise Jacobi knows a thing or two about being thrust into the limelight.
When she was first introduced to Norrie by mutual friends in 2019, she wasn’t expecting the relationship to go the distance.
She was working in the design industry after completing her studies at the Textile and Fashion school of Design at Central St Martin’s, and he was travelling the world with a burgeoning tennis career. It wasn’t going to work. Until it did.
Norrie invited her to watch him play at the Vienna Open, and as she’d just lost her job, she didn’t have any reason to say no.

“When he asked me, I thought, ‘I guess this guy doesn’t live a normal life, and it’s not like I can meet (him) down the street and go to dinner together,’” she told HELLO!. “So I went on this trip and was only supposed to be in Vienna for five days, and things just went really well… In some weird way, I was like, ‘Thank God I got laid off when I did’ because we were able to build the foundation of our relationship before Covid hit.”
Soon enough she was fielding questions about what it felt like to be one of the tennis WAGs. “I was like, oh my god, I never thought about that… I think it’s kind of ridiculous but I guess… that is what I am,” she said in an interview with Tatler in 2024.
Since taking the leap, Jacobi has maintained her own career, counting interior and textile designer for company Please Do Not Touch, as her list of accomplishments, as well as a host of project-based design and event commissions.
Though not interested in the social media side of her public relationship to the same extent as her friends and fellow tennis WAGs, Riddle, Broomfield and Lorenze, Jacobi is still a huge point of interest for the British press.
A reality and a somewhat unexpected part of WAG life she’s still coming to terms with. “I mean, yeah, it’s definitely something that I had to get used to… I never thought I would be in this position,’ she told Tatler.
“It just comes with the territory of dating him [Cameron], but it’s certainly fascinating.”
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