The Rooneys have released their new documentary series, The Real Rooneys, on Disney+, and it shows Coleen Rooney has become the family's primary breadwinner. While Wayne Rooney has stepped back from full-time management, Coleen has built a media and business empire with a personal net worth exceeding £14 million.
During the 2000s, the so-called "WAGs" became a second main attraction for football crowds. The nation became captivated by the glamorous partners in the stands, eager to dissect their designer outfits, high-society circles, and high-profile drama. What began as a tabloid obsession has since evolved into a series of powerful independent brands for the women involved.
Coleen's rise from WAG to breadwinner
Coleen first captured the public's attention as an 18-year-old during Euro 2004 before leading the "WAG" contingent at the 2006 World Cup in Baden-Baden. After focusing primarily on raising her four sons for over a decade, she has shifted back into the commercial spotlight, driven by high-profile advert campaigns for PaddyPower and a multi-million pound collection with Primark.
In The Real Rooneys, it becomes clear that Coleen has transitioned into the primary breadwinner. Following Wayne's managerial stints at Birmingham City and Plymouth Argyle, he has stepped back from full-time management to spend more time with their sons - Kai, 16, Klay, 13, Kit, 10, and Cass, eight. He now divides his time between Match of the Day punditry and co-hosting his new podcast Stick to United alongside YouTube star Mark Goldbridge.
Wayne addressed the dynamic directly on the show. When asked by the film crew about their respective careers, he jokingly replied: "We spoke about her doing more work, not me getting sacked."
From GCSEs to bestselling author
The couple met at age 12 and began dating at 16, with paparazzi snapping Coleen on her way to sit her GCSEs. Never seeking fame, Coleen revealed in The Real Rooneys that being thrust into the limelight at such a young age initially knocked her confidence, prompting her to keep a lower profile than other WAGs.
The couple married in 2008, prompting Coleen to formalise her business ventures. By the mid-2000s, she had released a bestselling fitness DVD (Coleen McLoughlin's Brand New Body Workout) and brand ambassadorships with Applied Nutrition, George at Asda, and Littlewoods. She published her debut memoir in 2007 at age 20, followed by the style guide Coleen's Real Style in 2008 and a four-book children's fiction series focused on fashion and school life between 2008 and 2010.
Coleen also wrote popular weekly style and lifestyle columns for major publications, including Closer and OK!, hosted her own ITV series Coleen's Real Women, and worked alongside Sir Trevor McDonald on health-focused broadcasts.
Wagatha Christie and beyond
Despite navigating intense public scrutiny over her private life, Coleen proved she was not to be trifled with during the 2019 'Wagatha Christie' scandal involving Rebekah Vardy. Her viral revelation, in which she claimed Vardy had been leaking personal information to the newspapers, triggered a high-profile libel battle costing Vardy close to £3 million, and created a second wave of media opportunities for Coleen.
In 2024, Coleen finished as runner-up on ITV's I'm a Celebrity Get Me Out of Here, produced and starred in Disney documentary Coleen Rooney: The Real Wagatha Story, and launched The Real Rooneys, cementing her status as a standalone media power.
Victoria Beckham's global luxury brand
While Coleen built a media empire, Victoria Beckham has built a global luxury brand. Though already a household name prior to meeting David Beckham as part of the Spice Girls, Victoria launched her eponymous fashion label in 2008. The high-end brand is now a staple at Paris and London's Fashion Weeks.
In 2019, she co-founded Victoria Beckham Beauty, a clean luxury makeup and skincare line, alongside her continued television presence. Following appearances as a judge on Project Runway, Germany's Next Topmodel, and American Idol, Victoria starred in the Emmy-winning Netflix documentary series Beckham. Her fashion, beauty, and publishing ventures have earned her an estimated personal net worth of £400 million. Combined with David's media rights, shared investments, and ownership stake in Inter Miami, the couple's joint fortune is estimated at £1.18 billion.
Abbey Clancy's multi-million pound brand
Abbey Clancy similarly transformed her media presence into a multi-million pound brand after meeting former England striker Peter Crouch in 2008. Now she has an estimated net worth of £4 million built on modelling, presenting and commercial partnerships.
After winning Series 11 of Strictly Come Dancing in 2013, she hosted Britain's Next Top Model, fronted Abbey Clancy's Celebrity Homes, and starred in campaigns for brands including Agent Provocateur and Matalan. Alongside designing collaborative clothing lines, Abbey co-hosts the hit podcast The Therapy Crouch alongside her husband, proving that the 2000s WAG generation continues to dominate modern media.
