Former Joe Cole has lifted the lid on the media frenzy that surrounded the England squad during the 2006 World Cup in Germany, recalling how the press manufactured the “WAG” culture that dominated front pages.
In an exclusive interview, the ex-Chelsea midfielder reflected on the circus that accompanied the team, with wives and girlfriends becoming celebrities in their own right.
The Birth of WAG Culture
The term “WAGs” – an acronym for Wives and Girlfriends – exploded into the British consciousness in 2006. England’s base in Baden-Baden became a magnet for paparazzi, who were more interested in the shopping trips and nights out of the players’ partners than the football itself.
“Back then, the media needed to be fed with pictures of the girls going for a run or something like that, and it was going on the front page,” Cole said.
The likes of Victoria Beckham, Coleen McLoughlin, and Cheryl Tweedy were followed relentlessly, their every move documented. Cole admits the attention was unprecedented, even for players accustomed to scrutiny.
The Media's Role
Cole believes journalists actively stoked the phenomenon. “They’d build stories around the girls, create rivalries, and basically turn it into a soap opera. It sold papers, so they kept doing it.”
The midfielder recalled one incident where the press reported a feud between the girlfriends, something he insists was entirely fabricated. “It was just nonsense, but people lapped it up.”
Cole's Reflection
Looking back, Cole sees the 2006 tournament as a turning point in how footballers’ personal lives were covered. “Before that, you might get the odd picture, but in Germany it went to another level. It was a distraction, for sure.”
Despite the off-field circus, England reached the quarter-finals, losing to Portugal on penalties. Cole insists the players tried to ignore it, but it was impossible. “You’d see the papers in the hotel lobby and the girls were on every front page. It was bizarre.”
Key Takeaways
- Joe Cole says the media deliberately manufactured the WAG phenomenon during the 2006 World Cup.
- Paparazzi chased the wives and girlfriends, leading to constant front-page coverage.
- Stories were often exaggerated or invented to boost newspaper sales.
- The circus created a distraction that impacted the England squad’s preparation.
- Cole looks back on the era as a watershed moment for press intrusion in football.
Quick Facts
Tournament: 2006 FIFA World Cup
Host nation: Germany
England's base: Baden-Baden
England's performance: Quarter-finals (lost to Portugal on penalties)
Joe Cole's club at the time: Chelsea
