Sports Illustrated Redefines the NFL Partner Narrative with Powerful Digital Takeover
Move over, Victoria's Secret. The real spotlight during Super Bowl week isn't just on the field—it's firmly on the sand, where Sports Illustrated has launched a groundbreaking digital issue for February 2026. This isn't a mere photo spread; it's a strategic takeover by the NFL's most influential partners, officially rebranding the outdated "WAG" (Wives and Girlfriends) label into something far more substantial.
Forget the term "plus-ones." These women are proving that while their husbands compete for championship rings, they are simultaneously building their own formidable empires across fitness, entertainment, sports ownership, and lifestyle creation.
A Roster of Power: Six Individual Covers, Six Unique Stories
Sports Illustrated made a bold statement by eschewing a single cover star. Instead, the magazine presents six individual digital covers, each featuring a powerhouse in her own right:
- Brittany Mahomes (Kansas City Chiefs): A recognized fitness mogul and co-owner of the NWSL's Kansas City Current.
- Normani (Pittsburgh Steelers): The celebrated pop music icon and fiancée to wide receiver DK Metcalf.
- Ronika Love (Green Bay Packers): A professional volleyball star and wife of quarterback Jordan Love.
- Christen Goff (Detroit Lions): A five-time Sports Illustrated veteran and wife of quarterback Jared Goff.
- Claire Kittle (San Francisco 49ers): A prominent lifestyle creator and established authority on "gameday style."
- Haley Cavinder (Dallas Cowboys): A Division I basketball star and fiancée to tight end Jake Ferguson.
Beyond the Glamour: Real Life, Powerful Moments
The issue delves deep into the authentic lives behind the curated images. Ronika Love generated significant headlines by posing for her cover while pregnant, a decision she described as her "most powerful season yet." She also delivered a memorable quote, suggesting that if the women are labeled WAGs, then the men should correspondingly be called "HABs"—Husbands and Boyfriends.
Meanwhile, Christen Goff made a triumphant return to the magazine just seven months after giving birth to her daughter, Romy, in July 2025. Her feature focuses on the "transformative" confidence that motherhood brought her, signaling a deliberate editorial shift for Sports Illustrated toward celebrating the diverse and dynamic stages of a woman's life journey.
Fashion with a Purpose: Kitschy NFL Tributes
Photographed by Katherine Goguen at the scenic South Seas Resort on Captiva Island, the fashion direction was a clever and "kitschy" homage to the NFL. Each model wore custom pieces in their partner's team colors—think Steelers gold for Normani and Chiefs red for Brittany Mahomes. This stylistic choice served as a brilliant bridge, connecting the women's independent personal brands with the famous Sunday sidelines they support.
This landmark issue effectively dismantles the antiquated "trophy wife" stereotype. In its place, it presents a collective of ambitious women who are launching tequila brands, winning professional volleyball matches, owning professional sports franchises, and dominating the charts. It's a celebration of multifaceted success that extends far beyond the football field.
