The World Cup Victory Kiss That Rocked Spain

The image was meant to portray triumph: Spanish football federation president Luis Rubiales leaning in to kiss forward Jenni Hermoso on the lips during the Women’s World Cup trophy ceremony. But Hermoso’s subsequent revelation that the kiss was non-consensual has sparked a firestorm in Spain and the wider football world.

This incident encapsulates ongoing tensions in Spain between entrenched machismo and rising feminism. Rubiales’ misconduct and subsequent refusal to resign have become a lightning rod for outrage against the sexist attitudes that still permeate many Spanish institutions.

The details that have emerged paint a picture all too familiar to women worldwide: a powerful man abusing his position and a woman’s protests being silenced and twisted. The fact that the federation threatened legal action against Hermoso for daring to contradict Rubiales’ version of events reveals the desperate lengths some will go to protect abusers and maintain patriarchal power structures.

But this time, the typical script has been disrupted. Hermoso’s courage to speak out inspired unprecedented collective action, with over 75 Spanish players refusing to represent their country until Rubiales is gone. Top male players have also voiced support, signalling this is not just a “women’s issue”.

The kiss was a spark that lit a powder keg of frustration against systemic sexism. It has galvanised both Spanish society and the global football community. FIFA suspending Rubiales shows that accountability can extend even to the most powerful men.

This is about more than one man’s misconduct. It has swelled into a movement against the notion that women must silently endure sexism at work, on the field, and in all aspects of society. The players have made it clear—the days of impunity are over.

The path forward must address this culture of machismo at its roots. Educating young people on consent, bystander intervention, and healthy relationships is crucial. Workplaces in every sector need stronger policies and accountability to prevent abuse of power. Women’s sports require investment and resources to reach parity with men’s.

Most importantly, we must believe in and amplify women’s voices. The courage of Hermoso and her teammates reminds us that change starts with listening to those who speak up against injustice rather than those seeking to maintain the status quo.

This moment has exposed difficult truths about Spain’s ongoing struggle with gender equity. But thanks to the collective action it inspired, it can also be the start of transformational change for women’s rights in football and beyond.