Women’s football, sexism and media representation: Contextualising the Rubiales/Hermoso kiss

The purpose of this essay is to contextualise the Spanish Women’s National Team’s fight against sexism within their federation and examine the media perceptions of empowerment and activism after the unfolding of the non-consensual kiss between Spanish football player Jenni Hermoso and the Real Federación Española de Fútbol President Luis Rubiales. Over the preceding year, the Spanish Women’s National Team and Real Federación Española de Fútbol garnered media attention due to conflicts between the players and the federation, specifically revolving around issues of alleged player misconduct and mistreatment under their head coach, Jorge Vilda. As the 2023 Fédération Internationale de Football Association’s Women’s World Cup approached, eyes were on the Spanish Women’s National Team after the disputes, with many claiming the players were at the tournament in spite of their federation, with the media portraying the team as resilient and empowered women uniting amid turbulence within their federation. However, the celebratory narrative was disrupted when Rubiales forced a non-consensual kiss upon Hermoso during the televised international spectacle. This incident of public sexual assault generated widespread coverage in popular media around the world, sparking international outcry and ultimately culminating in the resignations of Rubiales and Vilda. This essay seeks to explore the implications of these events, delving into the intersection of sexism, media representation, and the impact of the Spanish Women’s National Team players during a moment of triumph and turbulence. This piece is part of the special themed issue on the Rubiales/Hermoso non-consensual kiss during the 2023 FIFA Women’s World Cup.