Popularized by social media, the acronym “WAG,” standing for wives and girlfriends, is used to refer to the female partners of professional athletes in male sports leagues. Traditionally, these women have been viewed through a limited lens, seen only as a cheerleader for their husband. Recently, this rhetoric has been shifted as WAGs have begun to cultivate their own brands, removed from the shadow of their athlete husbands.
In Boston specifically, several WAGs have gained popularity in and out of the sports milieu. The third overall pick in the 2024 NFL Draft, quarterback Drake Maye has played an integral role in the Patriots’ success this season. However, he is not the only Maye to create buzz. His wife, Ann Michael Maye, has quickly risen to fame through her social media accounts. The pair met in middle school and have been together since. Ann Michael is most famous for her TikTok series dubbed “Bakemas,” an original holiday special. Each day until Christmas, she baked a new treat, sharing her recipes and techniques with others. This series blew up, with certain videos drawing millions of views. In addition to Bakemas, Ann Michael creates lifestyle content, from sharing her game-day outfits to showing a recent needlepoint project. She has not only captivated existing sports fans; many social media users who have stumbled across her videos credit Ann Michael for their newfound interest in football. Her recent success has led to the release of a YouTube cooking show, dubbed “Beyond Bakemas,” produced in collaboration with Dunkin’ and NBC. In a recent episode, she welcomed Emma Pritchard, fellow WAG and wife of Payton Pritchard, a point guard for the Boston Celtics. The two discussed their experiences being involved with these teams while baking cinnamon cookies. The episode was a joy to watch, and it offered a window into the lives of two of the women at the forefront of a changing WAG image.