When a kiss is not just a kiss
September 2023

A scandal that first played out on live television minutes after the Spanish women had won the World Cup, continues to move painfully and damagingly towards what appears an inevitable conclusion.
Under fire Luis Rubiales, clinging on as president of the Spanish soccer federation (RFEF), is doing everything in his weakening power to hold on to what seems an untenable position.
In doing so, he is tarnishing the reputation of pretty much the entire Spanish footballing elite.
Yet the now official investigation into whether Rubiales might have committed an act of “sexual aggression” when he grabbed player Jenni Hermoso and kissed her on the lips after Spain’s victory in the women’s World Cup over England is only part of the story.
And in what is becoming a familiar scenario, the whole incident opens up questions about why when those lower down the hierarchy complain, the natural instinct of many organisations is to close ranks without properly following their governance procedures.
With Rubiales not only refusing to resign but claiming he is the victim of an “unprecedented political and media lynching” it also raises questions over what to do when the man at the top won’t budge.
Rubiales: From player to president
The 46-year-old Rubiales’ playing career was spent as a defender in the Spanish lower leagues, plus a stint for Scottish club Hamilton Academicals. After retiring in 2009, he became president of the Association of Spanish Footballers (AFE) a year later and in 2018 was elected to lead the RFEF, voted in on a modernisation platform following a corruption scandal.
Oh the irony.
Since then, he has courted controversy on numerous occasions, starting with the sacking of the manager of Spain’s men’s team two days before the 2018 World Cup began in Russia after it emerged that he had signed a pre-agreement to join as Real Madrid head coach post tournament.
But the real background to the now infamous kiss came last year when 15 players in the Spanish women’s team mutinied against the personal and professional approach by team coach Jorge Vilda.
However, the authorities backed their man in what became an increasingly bitter dispute and he dropped 12 of those involved from the squad.
Going into the World Cup tournament in Australia and New Zealand, the furore and bad feeling over the incident was still simmering, which made the Spanish team’s accomplishment all the more remarkable.
But much worse was to come.
World Cup Final kiss
At the final whistle blew and Spain had defeated England 1-0, Rubiales grabbed his crotch in celebration and when presenting Hermoso with her medal, he held the player on the head and kissed her lips in an act witnessed by a global audience.
While Hermoso was an unwilling participant in the kiss, the federation rushed out a statement citing her as downplaying the incident, but she refuted that she had been involved in that announcement and went on to say she was a victim of sexism.
Rubiales first issued an unapologetic apology and later at a meeting of the Spanish football federation went on an embarrassing rant, repeatedly insisting he would not resign despite global criticism.
Worryingly, he received strong applause from the audience.
Since then, the head coach of Spain’s men’s team has asked for “forgiveness” after being one of those filmed applauding the speech, with Luis de la Fuente admitting it was an “inexcusable human error”, although he added he would not step down.
However, the final word for Rubiales may well not sit with either him or RFEF.
FIFA suspends Rubiales
Football’s governing body FIFA has opened proceedings over the matter and he has been provisionally suspended from all football-related activities for 90 days while, since his appearance before RFEF, regional representatives have urged his resignation and many have stood down amid widespread public criticism in Spain and beyond.
Rubiales’ mother initially went on hunger strike against the criticism facing her son, while Rubiales now faces possible sanctions ranging from the sack and disqualification to a prison sentence.
It is difficult to imagine a future for either manager Vilda or Rubiales. Jorge Vilda – largely seen by the players as a stooge for Rubiales – was left isolated when his entire back room staff resigned in support of Jenni Hermoso.
Rubiales appears only to be in position still because he has dug his heels in.
While the incident has rightly raised issues over sexism and misogyny not just in Spanish football but in the country’s wider society, the greater question remains why the Federation’s governance framework failed to flag maverick behaviour or to listen to its employees – the Spanish women’s team players.
Once again, due diligence and procedures appear to have been abandoned in favour of knee-jerk defensiveness and protection of those at the top, while any frameworks seem to have been ignored, not least because of cultural bias.
The result is that what should have been one of Spain’s finest sporting hours – the first time the women have lifted the World Cup trophy – has instead been about the culture that allowed an unwanted kiss to become the story.
Sometimes, a kiss is not just a kiss.

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