Luis Rubiales, Jenni Hermoso, the Spain women's national team, and the RFEF / 2020s
Rubiales initially dismissed his critics as "idiots," "dickheads," and "losers," then offered an apology that described the kiss as spontaneous and harmless. The crisis escalated on 25 August 2023, when he was expected to resign at an extraordinary RFEF assembly but instead delivered an erratic, defiant speech in which he repeated "I'm not going to resign" five times, called the kiss merely "a peck," attacked what he termed "fake feminism," and claimed that Hermoso had consented. He even promised coach Jorge Vilda a new four-year contract worth €2 million. The federation had reportedly pressured Hermoso and her family to support Rubiales and issued a statement falsely presented as coming from her after she refused to appear in his apology video. In response, 81 players—including every member of the World Cup-winning squad—announced that they would not play for Spain while the existing leadership remained, while most of the women's coaching staff resigned and officials, clubs, sponsors, and men's-team players publicly condemned him. The movement quickly became known as #SeAcabó, or "It's over," after Alexia Putellas's post supporting Hermoso. FIFA opened disciplinary proceedings, suspended Rubiales from football, and ultimately imposed a three-year ban; Rubiales resigned as RFEF president on 10 September 2023. A separate criminal investigation into alleged coercion followed, while the episode became widely described as Spain's #MeToo moment and exposed longstanding complaints about the treatment of women inside Spanish football.
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