It was supposed to be the greatest night in the history of the Spanish women’s national team. August 20, 2023. Sydney, Australia. The air was thick with the kind of humidity that makes your jersey stick to your skin, but nobody cared. Olga Carmona had drilled a low shot into the corner earlier in the match, and when the final whistle blew, Spain were world champions. They’d beaten England. They’d conquered the world. But within minutes, the celebration turned into a scandal that would tear the Royal Spanish Football Federation (RFEF) apart.
Luis Rubiales, the then-president of the RFEF, grabbed Jenni Hermoso during the medal ceremony. He held her head. He kissed her on the lips.
That single moment—the kiss that changed Spanish football—wasn't just a PR blunder. It was a catalyst. It exposed the deep-seated structural issues, the "old boys' club" mentality, and the long-standing friction between the players and the federation. Honestly, if you look at the timeline, the explosion was inevitable. The kiss was just the spark.
🔗 Read more: How to watch the nba without losing your mind over blackouts
The Moment the World Saw
The footage went viral instantly. You’ve probably seen it from five different angles. Rubiales appeared to be operating on some sort of adrenaline-fueled high, clutching players and, at one point, grabbing his crotch in the VIP box right next to Queen Letizia of Spain. That was the first red flag. But the kiss? That was different.
Jenni Hermoso, Spain’s all-time leading scorer and a literal legend of the game, was seen on a locker room livestream shortly after, saying, "I didn't like it, eh." It was raw. It was honest.
By the time the team landed back in Madrid, the narrative was already spinning out of control. The RFEF released a statement purportedly from Hermoso, claiming it was a "mutual gesture." Except, it wasn't. Hermoso later clarified through her union, Futpro, that those weren't her words. She felt vulnerable. She felt like a victim of an impulse-driven, sexist act.
The fallout was nuclear.
Why This Wasn't Just About a Kiss
To understand why this became the kiss that changed Spanish football, you have to look at 2022. A year before the World Cup, 15 players—later known as "Las 15"—sent emails to the federation saying they wouldn't play under head coach Jorge Vilda. They cited their emotional and physical health. They wanted professionalism. They wanted a coach who didn't treat them like children.
Rubiales backed Vilda. He doubled down. He told the players to apologize or stay home.
So, when the team actually won the trophy in 2023, there was already a massive rift. The kiss wasn't happening in a vacuum. It was the president of a federation asserting dominance over a player who had just helped him win the ultimate prize despite his own mismanagement. It looked like power, not celebration.
The Assembly That Backfired
On August 25, 2023, Rubiales called an extraordinary general assembly. Everyone thought he was going to resign. Instead, he stood at the lectern and shouted, "I am not going to resign!" five times. He claimed he was a victim of "social assassination" and "false feminism."
The room—mostly filled with men—applauded him.
It was a surreal, cringeworthy moment in sports history. Jorge Vilda and Luis de la Fuente (the men’s coach) were caught on camera clapping. That applause ended up costing Vilda his job and nearly derailed de la Fuente’s career. The backlash from the Spanish public was instantaneous. People weren't just annoyed; they were furious. The phrase #SeAcabo (It’s Over) started trending. It became the Spanish version of #MeToo, specifically tailored to the pitch.
Legal Consequences and Institutional Shifts
This isn't just a sports story; it’s a legal one. The Spanish prosecutor’s office eventually filed a lawsuit against Rubiales for sexual assault and coercion. They alleged that he and his inner circle pressured Hermoso to justify the kiss.
- FIFA’s Intervention: FIFA didn't wait for Spain to act. They suspended Rubiales for 90 days almost immediately, eventually slapping him with a three-year ban from all football-related activities.
- The Government Steps In: The Spanish High Council for Sports (CSD) moved to suspend him through the Administrative Court of Sport (TAD).
- Mass Resignations: Almost the entire coaching staff of the women's team resigned in protest of Rubiales' behavior at the assembly. The players declared they wouldn't play for the national team until the leadership changed.
Basically, the federation was decapitated in a week.
The Structural Change: What’s Actually Different Now?
People ask if anything really changed. It did, but it was messy. Pedro Rocha took over as interim president, but the "Rubialismo" shadow lingered. The players demanded a complete restructuring of the women’s football department.
They got some of it.
Montse Tomé became the first woman to coach the Spanish national team. The RFEF agreed to bridge the gap in travel arrangements, nutrition, and medical staff between the men’s and women’s teams. They removed the word "Women's" from the official name of the team to promote equality—now both are just the "Spanish National Football Team."
But the most important change was cultural. The kiss that changed Spanish football forced a national conversation in Spain about consent and machismo. It moved from the back pages of sports newspapers to the front pages of international broadsheets. It forced the men’s team, including stars like Borja Iglesias (who initially refused to play for the national team in protest), to take a stand.
Misconceptions People Still Have
A lot of people think this was just about "woke" culture. It’s a common talking point in certain circles. They say, "It was just a peck among friends."
✨ Don't miss: Why Tanners Brook Golf Course in Forest Lake Minnesota Is Still the Area's Best Kept Secret
But that ignores the power dynamic. Rubiales was Hermoso's boss. He held her career in his hands. When your boss grabs your face and kisses you on a global stage without asking, that’s not "friendship." It’s a breach of professional conduct at the highest level.
Another misconception? That the players were "distractions" to their own success. In reality, they won the World Cup in spite of the federation, not because of it. They were training with subpar equipment and dealing with a coach who, according to various reports, required them to keep their hotel room doors open at night so he could check on them. This was the environment the kiss finally exposed.
The Timeline of the Fall
- August 20: The kiss happens.
- August 23: Hermoso issues a statement through Futpro saying the kiss was not consensual.
- August 25: Rubiales gives his "I will not resign" speech.
- August 26: FIFA suspends Rubiales.
- September 5: Jorge Vilda is fired.
- September 10: Rubiales finally resigns from the RFEF and UEFA.
- October 30: FIFA bans Rubiales for three years.
It moved fast.
What This Means for the Future of the Sport
Spanish football is currently in a state of "reconstruction." The RFEF is under intense scrutiny, especially with Spain co-hosting the 2030 World Cup. There is no room for the old-school, autocratic style of Rubiales anymore. The players have realized their collective power.
The "Kiss that changed Spanish football" became a landmark legal precedent in Spain. It helped clarify how the law treats non-consensual acts in professional settings. For the players, it meant a shift toward being treated as elite athletes rather than an afterthought.
If you’re looking for the silver lining, it’s that the Spanish women’s team is now more popular than ever. They proved they could win on the pitch while fighting a war off it.
Actionable Insights for Fans and Organizations
If you're following the evolution of sports governance or just want to understand the impact of this event better, here are the key takeaways:
- Watch the legal proceedings: The trial for Rubiales regarding sexual assault and coercion is the final chapter of this saga. Its outcome will set the tone for how sports federations handle abuse of power globally.
- Support the "Se Acabó" movement: This isn't just about Spain. It's a template for other national teams—like those in France or Canada—who have also fought their federations for better treatment and transparency.
- Evaluate power structures: Organizations should look at the "Rubiales Assembly" as a case study in what not to do. An echo chamber of "yes-men" is a fast track to institutional collapse.
- Follow the money: Keep an eye on the sponsorship deals for the Spanish women's team. One of the biggest shifts has been brands moving away from the "men's team only" model and investing specifically in the women’s side because of their resilience and global marketability.
Spanish football will never be the same. The image of the trophy is forever linked to the image of the kiss, but the latter ensured that the former won't be the last one they lift in a more equitable era.