Scandalization as catalyzer for marginalized stakeholders: The impact of the Luis Rubiales “kissing scandal” on gender relations in Spanish football

Scandals have been characterized as catalysts of contentious actions of fringe stakeholders against powerful organizations, which might even transform a political opportunity structure. Such claims ignore, however, that the abundance of scandals, media logic, and crisis management routines strongly favors individual “scapegoating”, limiting the impact of scandals. Hence, marginalized actors aiming to exploit scandals might need strong political allies and should not refrain from contentious actions. We provide support for our arguments by investigating the “kissing scandal” surrounding the Spanish women's national football team. The scandal was sparked by an unsolicited kiss by the president of the Spanish Football Association, Luis Rubiales, to the team's striker, Jennifer Hermoso, immediately after the team won the 2023 FIFA Women's World Cup in Australia. Although the scandal made headlines around the world, it only left a limited impact on Spanish football governance due to a highly favorable political opportunity structure and the willingness of women's activists to engage in further contentious action. Theoretical and practical implications are discussed.