Beyond the sidelines: Premier League WAGs with successful business empires

Last Updated on 10 March 2026

For years, the term “WAG” was a tabloid shortcut ignoring what many of these women were actually building behind the scenes. In 2026, that stereotype feels more outdated than ever.

Today’s Premier League partners are founders, investors and creative directors in their own right. Some have turned global fame into fashion houses, others into property portfolios or fast-growing lifestyle brands.

What unites them is a clear understanding of longevity, building something that lasts well beyond a football career. From Victoria Beckham’s luxury empire to Annie Kilner’s asset-first approach, these are the Premier League WAGs who’ve gone far beyond the sidelines.

Victoria Beckham: The gold standard

Partner: David Beckham (Inter Miami / Premier League legacy)

Victoria Beckham remains the benchmark. Nearly three decades after first entering the public eye, her business is no longer viewed as a celebrity side project. It’s a fully fledged luxury brand with global credibility.

By 2026, Victoria Beckham Beauty has become the most profitable arm of her empire. It’s thriving in the clean, science-led luxury skincare space. Her fashion line, meanwhile, has cemented itself as a respected name on the international runway calendar.

How she did it: A deliberate move away from mass appeal. Beckham prioritised research, quality and exclusivity. She chose prestige over volume and letting the product, not the name, do the talking, even with all the drama surrounding the Beckham family.

Perrie Edwards: From pop star to fashion founder

Partner: Alex Oxlade-Chamberlain (formerly Liverpool & Arsenal)

It is notoriously difficult to transition from global pop fame to serious enterpreneurship. Perrie Edwards has managed it, and made it look natural.

Her brand, Disora, has grown steadily into the contemporary luxury space. Disora took off as elevated leisurewear but now includes full seasonal collections with strong focus on ethical production.

How she did it: Edwards used the loyalty of her Little Mix fanbase as a foundation, not a crutch. Her focus remained on quality fabrics and thoughtful design which has helped as she avoided fast-fashion shortcuts and built long-term brand trust.

Maja Lindelof: Quiet luxury, done properly

Partner: Victor Lindelof (Aston Villa)

Maja Lindelof embodies a new, more professional model entirely. Rather than embracing the WAG label, she deliberately positions herself as a creative director and business strategist first.

As a result, Lisbonne Atelier aligns perfectly with 2026’s obsession with quiet luxury. Lindelof runs the brand on a low-volume, high-margin model, releasing collections selectively and watching them sell out within hours.

How she did it: Minimalism with intent. By leaning into Scandinavian design principles, Lindelof creates pieces that feel artisanal and timeless.

Taylor Ward: Portfolio not persona

Partner: Riyad Mahrez (formerly Manchester City)

Taylor Ward is less about one flagship brand and more about scale. She’s embraced the serial entrepreneur route, using her social reach to launch, grow and diversify across sectors.

Her jewellery label Darling Rose has seen strong growth in the UK and Middle East, while recent investments in luxury lifestyle and travel-focused tech hint at a broader long-term vision.

How she did it: Fast launches and smart geography. Ward has positioned herself as a connector between the UK influencer economy and the rapidly expanding Gulf luxury market.

Annie Kilner: Playing the long game

Partner: Kyle Walker (Burnley)

While others focus on fashion and lifestyle, Annie Kilner has taken a more traditional, and arguably safer, route to wealth building.

As a director of A&K Walks Properties and Demure Diamonds, she’s built a portfolio centred on tangible, appreciating assets. Property and precious stones may lack social-media glamour, but they offer stability few digital brands can match.

How she did it: Diversification into recession-resistant sectors. Kilner has focused on moving wealth into physical assets designed to outlast the highs and lows of both football and online influence.