Jenni Hermoso spoke her truth on what should have been the happiest day of her career, but instead, an entire institution tried to force her to retract it.
On August 20, 2023, during the Women's World Cup medal ceremony, Luis Rubiales — who was the president of Spain's football federation at the time — kissed Hermoso on the lips without her consent, right in front of cameras, her teammates, and a worldwide audience. She immediately stated that the kiss was not consensual. What followed was far from an apology. Instead, it turned into a campaign: the federation rallied behind him, his supporters labeled her a liar, his mother even went on a hunger strike, and death threats began to flood in.
Through it all, she stood her ground and never wavered in her account. In February 2025, a Spanish court found Rubiales guilty of sexual assault, clearly stating that a kiss without consent is, without a doubt, sexual assault.
I felt the victim of aggression, a sexist act
jenni hermoso, the guardian, 2023
The Kiss — What Happened in Sydney
To understand everything that followed, you have to start with the exact moment that set it all in motion — a moment that was captured on live television and watched by millions.
Spain's Historic Victory
On August 20, 2023, Spain's women's national team made history by beating England 2-1 to clinch their very first Women's World Cup title. This was a monumental achievement for a team that had tirelessly battled for recognition and support over the years. It should have been the crowning moment of these players' careers.
The Medal Ceremony
At the medal ceremony in Sydney, the Spanish players stood in line, ready to receive their gold medals and warm congratulations from a receiving line that featured Luis Rubiales, who was the president of the Royal Spanish Football Federation (RFEF) at the time. When he got to Jenni Hermoso, Rubiales embraced her tightly and leaned in to give her a firm kiss on the lips. While he had greeted other teammates with hugs and kisses on the cheek, Hermoso's welcome was something else entirely.
Hermoso's Immediate Response
During an Instagram livestream right after the ceremony, Hermoso expressed her discomfort about being kissed by the federation chief. She later shared, "I felt it was completely inappropriate, and I realized my boss was kissing me, which shouldn't happen in any social or workplace environment." She didn't hold back or wait for days or weeks to voice her concerns; she spoke up just hours later, publicly, on the very same day her team had celebrated their World Cup victory.
Rubiales's Initial Response
Rubiales started off by apologizing to "those who were offended," but then changed his tune, calling the kiss "spontaneous, mutual, euphoric, and consensual," and he stood firm on not resigning. Hermoso completely disagreed with his version of events, stating in a statement that she felt "vulnerable and like a victim of aggression, describing it as an impulsive, sexist act that was completely out of line and without any consent from me."
The Institutional Backlash — What Happened Next
What followed the kiss was not an investigation into what Hermoso had experienced. It was, by multiple documented accounts, a coordinated effort to protect the man responsible.
The Federation Closes Ranks
Instead of looking into Hermoso's account, the Spanish football federation put out a statement on her behalf without even asking for her permission. Hermoso expressed that this made her feel like she was being dragged into something she hadn’t done and didn’t want to be a part of. In court, her brother Rafael shared that during the flight back from Australia, then-head coach Jorge Vilda had asked him to "convince" his sister to film a video with Rubiales, showing that she wasn’t upset about the kiss.
His Mother's Hunger Strike
On August 28, 2023, Rubiales's mother, Ángeles Béjar, took a dramatic stand by locking herself inside the Divina Pastora church in her hometown of Motril. She declared a hunger strike, vowing to continue until what she called the "inhuman, bloodthirsty witch hunt" against her son came to a halt. She passionately stated, "My son is incapable of hurting anyone," and directly called on Hermoso to "stick to the version she gave at the beginning." Unfortunately, just a few days later, Béjar was hospitalized due to feeling "anguished and dizzy," along with experiencing heart irregularities. She was eventually discharged after her son urged her to leave the church for her well-being.
Death Threats and a Team's Boycott
During this challenging time, Hermoso faced death threats that took a toll on her well-being. Her teammates shared that the chaos left her feeling emotionally drained, describing her as "overwhelmed, crying, and exhausted" in the aftermath. The players from Spain made it clear that they wouldn't represent the national team as long as Rubiales was at the helm. One of the key changes they pushed for before returning was the removal of the term "women's" from the team's official name, which would now simply be known as "Spain's national soccer team."
Rubiales Resigns — But the Fight Wasn't Over
Public and institutional pressure eventually forced Rubiales out of his position — but his resignation was far from the end of the story, and far from real accountability on its own.
FIFA Suspends Him
FIFA has put Rubiales on a provisional suspension for 90 days, preventing him from participating in any football-related activities. This decision comes after they determined he breached the disciplinary code by engaging in offensive behavior as an official. Additionally, Spain's government sports authority has stepped in, prohibiting him from taking on any sports management role for the next three years.
Resignation, Nearly Three Weeks Later
Nearly three weeks after that infamous kiss, Rubiales stepped down as the president of the RFEF, citing that he just couldn't carry on with his duties amid all the pressure and criticism. Following that, FIFA handed him a three-year ban from all soccer-related activities, which will come to an end in 2026.
A Criminal Complaint Follows
Resignation didn’t equate to accountability in a legal context; it merely marked the conclusion of his job. Meanwhile, Spanish prosecutors launched their own investigation into the allegations of sexual abuse, and Hermoso took the step of filing a formal criminal complaint. She chose to pursue the issue through the courts instead of letting it fade away with Rubiales simply stepping down. This was the turning point where the situation transitioned from a media scandal to a serious criminal case with real legal implications at stake.
