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Turns out the NFL hasn’t moved on from AstroTurf after all.
Three big-name quarterbacks have been caught canoodling — seemingly organically — with their superstar beaus at recent training camp practices.
But those viral moments are all part of a bigger plan by the league, according to Front Office Sports.
Recent photos of Justin Herbert with new fiancée Madison Beer, Joe Burrow with rumored girlfriend Olivia Ponton and Jaxson Dart with girlfriend Marissa Ayers now appear to be part of a coordinated campaign to garner interest in the league among women and girls, the report said.
“On the league and club level, we’ve engaged our players’ families and loved ones for years,” Ian Trombetta, the NFL’s SVP of social and influencer marketing, told FOS. “Whether it’s Training Camp, weekly practice or a major event like the Super Bowl, we look for authentic opportunities to highlight our players and the people who are part of their journey … The content is authentic, genuine and relatable, and that’s resonated strongly with women and young fans, who are key growth audiences for the NFL.”
If the NFL wants high profile WAGs to highlight, they may have found the right trio.
Beer, a pop singer, has more followers on TikTok (21.1 million) than the league itself.
Ponton and Ayers, both Gen Z influencers who found fame on social media, also both have followings in the millions.
When Beer and Herbert got engaged in July, the NFL’s Instagram post of the photos garnered roughly 10 times as many likes as the average post by the league.
This all comes as the league is “scaling up its female-focused content” heading into the new season.
On Aug. 4, Herbert and Beer were seen getting handsy at Chargers camp as Beer flaunted her $1 million ring. Earlier in the offseason, Herbert came under fire for skipping optional practices to join Beer on tour.
Then on Sunday, Burrow and Ponton were caught from afar sitting down on the sideline after practice.
Though neither has confirmed their relationship status, the pair has been linked since December 2024 and have been spotted in public together at various events.
Dart and Ayers, the newest couple of the trio after confirming their relationship in January, have made numerous public appearances together before she showed up to Giants practice in East Rutherford on Monday.
She also traveled to West Virginia to surprise the quarterback at training camp.
“Honeymoon phase forever lol but today was so funnn with all the kiddos,” Ayers captioned her TikTok post about the surprise visit.
New York Giants quarterback Jaxson Dart (6) talks with Marissa Ayers after training camp at the Quest Diagnostics Center on Monday, August 10, 2026, in East Rutherford, NJ. Corey Sipkin for NY PostBut the publicity these three are getting can’t even hold a candle to the hyper-public Taylor Swift-Travis Kelce tandem.
The most famous singer in the world attended her first Chiefs game in 2023 and hasn’t let up since, attending nearly every one of Kelce’s games between her touring and recording obligations.
Her appearances at games skyrocketed the NFL’s popularity among younger and female demographics within the first season.
New York Giants quarterback Jaxson Dart (6) talks with Marissa Ayers after training camp at the Quest Diagnostics Center on Monday, August 10, 2026, in East Rutherford, NJ. Corey Sipkin for NY PostKelce spoke publicly about his and Swift’s star-studded Madison Square Garden wedding for the first time on Wednesday after the pair tied the knot on July 3.
The couple has yet to reveal details of the ceremony and, though without photos, guests have come forward to describe what they witnessed.
“Wedding was the best night of my life, and I appreciate everybody who came out and celebrated and had fun with us,” Kelce said of the nuptials. “That’s about all I really got from that night. It was a crazy night. It was full of a lot of celebration, but it’s football baby.”
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