In the fast-paced world of Formula 1, the action on the track often shares the spotlight with the lives of those behind the scenes. Among them, the partners of F1 drivers—commonly labeled as “WAGs” (wives and girlfriends)—frequently find themselves at the centre of potent fame and intense public scrutiny.
This phenomenon, known as WAG culture, reflects a broader societal issue in how women associated with high-profile figures are portrayed and treated. It’s a culture steeped in fascination, criticism, and at times, outright harassment. By taking a closer look at its origins, impact, and implications, we can begin to unpack the dynamics at play and advocate for a more respectful narrative.
WAG culture refers to the collective obsession with the personal lives of athletes’ partners. The term first gained traction in the mid-2000s, popularized by the media’s coverage of footballers’ wives during major tournaments. In Formula 1, where the glamour of the sport naturally extends beyond the paddock, WAG culture has become an ingrained aspect of fan and media discourse.
For many, the allure lies in the contrast: the high-stakes world of F1 and the perceived lifestyle of those who live in its orbit. But this attention comes at a cost, often reducing accomplished women to caricatures of their relationships rather than celebrating their individuality.
The media has long fueled WAG culture, with sensationalist headlines and paparazzi coverage shaping public perceptions. In the digital age, social media has amplified this phenomenon. Platforms like Instagram and Twitter have created a direct line between fans and the partners of F1 drivers, inviting both admiration and criticism.
Take Alexandra Saint Mleux, the partner of Charles Leclerc, as an example. After making her social media profiles public, she quickly gained popularity as a fashion icon. Yet, this newfound visibility also brought unwarranted speculation and scrutiny. Similarly, Magui Corceiro, associated with Lando Norris, faces ongoing harassment tied to her past relationship with footballer João Félix.
These examples highlight a troubling pattern: while some women gain fame and admiration, others are targeted with baseless accusations and outright bullying. The common thread is the lack of agency afforded to them in how they are portrayed.
The fixation on WAGs is not merely a product of media coverage—it also stems from deeper psychological factors.
Social Identity Theory: Fans often see athletes and their partners as part of a collective "in-group," which can lead to intense emotional investment. This creates a dynamic where fans feel a sense of ownership or entitlement over the driver’s personal life.
Parasocial Relationships: Social media fosters a sense of intimacy between fans and public figures, even though these relationships are one-sided. This perceived closeness can drive both admiration and toxic behavior.
Misogyny in Fan Culture: At its core, WAG culture reflects societal attitudes about gender. Women are often reduced to their relationships and judged more harshly than their male counterparts, perpetuating harmful stereotypes.
WAG culture doesn’t just affect the partners of drivers; it has ripple effects throughout the motorsport community. By relegating women to secondary roles, it reinforces the perception that their presence is ancillary to the sport, discouraging greater participation in other roles like engineering, media, or even driving.
This culture also creates an environment where women must constantly prove their worth beyond their relationships, a burden that men in similar positions rarely face.
Addressing WAG culture requires a collective effort:
Media Accountability: Journalists and publications must prioritize balanced coverage that highlights these women’s individuality and accomplishments.
Fan Awareness: Fans have a role to play in fostering a respectful community. This includes challenging toxic behavior and refraining from engaging in gossip or speculation.
Empowering Narratives: Platforms like 'Shift The Gears' can champion stories that celebrate women in motorsports for their own achievements, not just their associations.
Credit: Hola.com - Estelle Ogilvy So what do we plan to do about it? Here at 'Shift The Gears' by announcing this new segment surrounding fan culture in motorsports, we aim to not only draw awareness to the phenomenon, but shift the narrative for those encompassed in the limelight. Discussing the achievements, public attention and media narratives of notable women at the centre of this environment like Estelle Ogilvy, Alexandra Saint Mleux, Magui Corceiro, Kelly Piquet and Lily Muni He to name a few. We aim to become the spotlight which allows these women to shine, and take control of their own public narrative.
WAG culture may be entrenched in Formula 1, but it’s not unchangeable. By examining its roots and effects, we can begin to rewrite the narrative, focusing on respect, individuality, and empowerment.
As the motorsport world evolves, so too must its culture. Let’s leave behind outdated stereotypes and build a future where every woman in F1—whether in the paddock, the stands, or in the public eye—is celebrated for who she is, not just who she’s with.
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