Kelly Piquet and Alexandra Saint Mleux top F1 WAGs Instagram earners
F1 NewsFriday, 18 July 2025 at 07:30
In an age when looking good seems more lucrative and important than being good, no surprise that the wives & girlfriends (WAGs) of Formula 1 drivers are fast becoming Instagram powerhouses in their own right
With a new report revealing just how much the grid’s leading WAGs (wives and girlfriends) are earning through Instagram. According to data compiled by VIP Grinders, brand deals with fashion giants like Louis Vuitton and Tiffany & Co. are no longer just for the drivers
The women in their lives are now commanding significant influence and income, with top earners predicted to take home hundreds of thousands of euros annually.
Leading the list is Kelly Piquet, partner of Max Verstappen, with estimated annual Instagram earnings of €510,460 (approx. $600,000). With over 2 million followers, Piquet shares content spanning motherhood, luxury travel, and high-end fashion, backed by her previous collaborations with Tiffany and Louis Vuitton. Her appearance on the cover of Vogue Netherlands in 2023 cemented her position as F1’s most commercially powerful WAG.
All getting in on the act
In second is Alexandra Saint-Mleux, the girlfriend of Charles Leclerc. At just 22, she has amassed over 2.4 million Instagram followers and 1.7 million on TikTok, with projected annual earnings of nearly €390,000. She’s already worked with beauty and fashion brands like L’Oréal Paris, Rhode, and Alo Yoga.
Interest in her has skyrocketed: global searches for “Alexandra Saint Mleux Instagram” surged by 5,000% in the last week alone.
Pierre Gasly’s girlfriend, model Francisca “Kika” Gomes, ranks third with an estimated €237,319 in potential earnings, while Carlos Sainz’s partner, Rebecca Donaldson and Alex Albon’s girlfriend, Lily Muni He follow with €178,112 and €169,356 respectively.
These five influencers alone have collectively gained over 250,000 new Instagram followers in the last month, further fuelling their commercial appeal.
Top 10 highest-earning F1 WAGs on Instagram
| Rank | Name | Partner | Followers | Est. € per Post | Annual Earnings* |
|---|---|---|---|---|---|
| 1 | Kelly Piquet | Max Verstappen | 2-million | €5,489 | €510,460 |
| 2 | Alexandra Saint Mleux | Charles Leclerc | 2.4-million | €6,608 | €389,918 |
| 3 | Francisca “Kika” Gomes | Pierre Gasly | 1-million | €2,759 | €237,319 |
| 4 | Rebecca Donaldson | Carlos Sainz | 561K | €2,343 | €178,112 |
| 5 | Lily Muni He | Alex Albon | 1.1-million | €3,024 | €169,356 |
| 6 | Carmen Montero Mundt | George Russell | 641K | €2,667 | €168,057 |
| 7 | Flavy Barla | Esteban Ocon | 248K | €1,033 | €73,342 |
| 8 | Eliska Babickova | Mick Schumacher | 109K | €519 | €19,237 |
| 9 | Hannah St. John | Logan Sargeant | 66.3K | €391 | €15,250 |
| 10 | Eglė Ruškytė | Valtteri Bottas | 45.7K | €213 | €14,706 |
(Note: Exchange Rate: $1.00 = $1.26)
Methodology
The report analysed each girlfriend’s Instagram followers, average likes per post, and engagement rate using Modash. Earnings per post were estimated using the Influencer Marketing Hub Instagram Money Calculator. Annual earnings were projected based on posting frequency and current engagement, as of July 16, 2025, with 53.8% of the year elapsed.
While figures are approximate, the data highlights a growing trend: Formula 1’s social media spotlight is expanding far beyond the paddock, and the women alongside the drivers are becoming high-value influencers in their own right.
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