The controversy surrounding the Luis Rubiales kiss is a watershed moment that has irrevocably altered the landscape of workplace conduct and power dynamics in global professional sports. 

What began as an unsolicited, non-consensual kiss on the lips of Spanish forward Jenni Hermoso during the medal ceremony of the 2023 FIFA Women’s World Cup Final, quickly escalated into a global movement against sexism and abuse of authority. 

As of late 2025, the legal repercussions are settled but still in appeal, the institutional bans are confirmed, and the sporting world is actively integrating sweeping policy changes directly catalyzed by the event. 

Defining the Catalyst: The Luis Rubiales Kiss and the Culture of Consent

To fully grasp the magnitude of the controversy, it is essential to establish a clear understanding of the event and the terminology that frames the subsequent global debate.

The Anatomy of the Incident

On August 20, 2023, following Spain’s historic victory over England in the Women’s World Cup Final in Sydney, then-RFEF President Luis Rubiales grabbed Jenni Hermoso’s head and planted a kiss on her lips during the televised medal presentation. The image instantly went viral, eliciting immediate outrage.

Jenni Hermoso’s Testimony: Hermoso, Spain’s all-time leading goal scorer, later stated emphatically that the kiss was not consensual. In her powerful court testimony in February 2025, she described feeling “disrespected,” “vulnerable,” and that the act “tainted one of the happiest days” of her life. She stressed that Rubiales did not seek her permission, and the next thing she knew, he had his hands on her head and kissed her.

Rubiales’ Defense: Rubiales initially dismissed the outrage, calling his critics “idiots,” before issuing an “insufficient” apology. At an extraordinary RFEF general assembly, he defiantly refused to resign, claiming the kiss was a “consensual peck” in a moment of euphoria and railing against “false feminism.” This refusal solidified the players’ and public’s stance against him.

Core Definitions: Consent, Sexual Assault, and Power Imbalance

The international response to the incident centered on three non-negotiable legal and ethical concepts:

Consent

In a legal and ethical context, consent is defined as a clear, enthusiastic, and ongoing agreement to engage in an activity. The Spanish law, often called the “Only Yes is Yes” law, mandates that consent must be explicitly expressed. The absence of a “No” does not constitute a “Yes.” Hermoso’s post-incident statement, “I didn’t like it,” combined with the lack of prior agreement, definitively established the act as non-consensual.

Sexual Assault

In the Spanish penal code, non-consensual sexual acts, including a forced kiss, fall under the category of “sexual assault.” This legal framework acknowledges that any unwanted intrusion into a person’s sexual or bodily space, regardless of severity, is a serious violation of personal integrity.

Power Imbalance

The core ethical violation was the stark power imbalance between the RFEF President (Rubiales) and a national team player (Hermoso). The President held immense control over the player’s professional life—including resources, contracts, and future coaching decisions. This power dynamic made Hermoso particularly vulnerable and is a major reason why the act was perceived globally as an explicit abuse of authority in the workplace.

The Legal and Institutional Reckoning: Developments as of 2025

The enduring consequence of the Luis Rubiales kiss lies in the definitive legal and sporting punishments delivered by multiple international and national bodies, signaling a zero-tolerance approach to abuse of power in sports leadership.

Landmark Legal Verdict (February 2025)

The most significant development as of 2025 is the outcome of the Spanish High Court trial.

Sexual Assault Conviction: Luis Rubiales was found guilty of sexual assault for the non-consensual kiss on Jenni Hermoso. The court rejected his claim of consent, validating Hermoso’s testimony that the act was a violation.

Sentence and Appeal: He was ordered to pay a significant fine (reported to be around €11,000 to €15,000, or an 18-month fine equating to about €20 per day) and was handed a one-year prohibition from approaching Hermoso or communicating with her. Crucially, the court acquitted him of the separate charge of coercion. Rubiales immediately announced his intention to appeal the guilty verdict to Spain’s Supreme Court, meaning the final legal chapter is yet to be fully closed.

The Principle Certified: Spain’s Equality Minister emphasized that the verdict certified the principle: “When there is no consent, there is aggression.”

Institutional Bans and FIFA’s Stance

Parallel to the criminal proceedings, football’s governing bodies delivered severe professional sanctions, which have since been definitively upheld.

FIFA Ban: In October 2023, the FIFA Disciplinary Committee banned Rubiales from all football-related activities at the national and international levels for three years.

CAS Upholds Ban (February 2025): Rubiales’ appeal against this ban to the Court of Arbitration for Sport (CAS) was dismissed in February 2025. The CAS panel was “comfortably satisfied” that his behavior constituted “multiple and serious violations” of the FIFA Disciplinary Code, including the kiss and other inappropriate conduct during the ceremony. This ban has permanently removed him from leadership in the sport until at least late 2026.

RFEF Leadership Change: The scandal triggered a massive institutional crisis. Rubiales was ultimately forced to resign in September 2023, and a structural overhaul of the RFEF, including the firing of the World Cup-winning coach Jorge Vilda (who applauded Rubiales’ defiant speech), marked a major shift in the federation’s culture.

Recent Trends and the Future of Sports Governance 

The pressure generated by the Rubiales and similar global cases has translated into concrete legislative and organizational trends across international sports bodies and national federations worldwide. These trends aim to establish rigorous principles in governance.

The Legislative Push for Safe Sport

Several nations and international bodies have responded by codifying stricter governance standards and safe sport policies.

India’s National Sports Governance Act (2025): A direct, forward-looking trend. The new Indian Act replaces non-binding codes with a legally enforceable statute. Critically, it mandates all recognized sports bodies to establish an Ethics Committee and a Dispute Resolution Committee, and explicitly requires the creation of a Safe Sports Policy with provisions for the protection of women and minor athletes . This is a template for national legislative reform globally.

IOC/FIFA Focus on Integrity: Both the International Olympic Committee (IOC) and FIFA are heavily promoting compliance, integrity, and ethics. FIFA’s 2025 Legal Handbook and the CAS’s ongoing jurisprudence (as seen in Rubiales’ appeal) focus intensely on upholding the integrity of the game through strict application of disciplinary and ethics codes to officials.

Redefining the Professional-Athlete Relationship

The culture shift is moving towards recognizing athletes as professionals with rights equal to those in any other workplace.

Emphasis on Athlete Agency: Organizations now recognize that the increasing professionalization and financial value of women’s sports means athletes have greater leverage (agency). Policies must reflect mutual respect, professional boundaries, and clear avenues for redressal without fear of career-ending retaliation.

Practical Tips for Athletes and Organization Leaders

Practical Tips for the Athlete

Know Your Rights: Read your organization’s Code of Conduct. If it doesn’t exist or is vague, use your collective voice to demand a clear Safe Sport policy based on the latest international standards.

Establish Boundaries Early: Politely but firmly manage physical contact from coaches or officials. Use clear language like, “I prefer to stick to high-fives,” or “I’m not comfortable with that.”

Document Everything: In the event of an incident, immediately document the date, time, location, witnesses, and your feelings. This factual record is invaluable in any subsequent formal complaint.

Seek External Support: If you feel unsafe or coerced, bypass your immediate team management. Contact independent resources like the national sports integrity unit, a sports lawyer, or a trusted external player association.

Practical Tips for Organization Leaders

Regular Culture Audit: Beyond policy creation, regularly survey your staff and athletes (anonymously) on their perception of the workplace culture, leadership conduct, and trust in reporting mechanisms. Use the data to drive changes.

Define the ‘Professional Distance’: Actively promote a culture where personal affection (like kisses or deep embraces) between management and subordinates is considered unprofessional and inappropriate, regardless of intent.

Mandate Female Representation: Ensure mandatory representation of women (especially former athletes) in senior leadership, on selection committees, and on the judicial/ethics committees. Diversity in power structures is a proven preventative measure against male-centric abuses of authority.

FAQs

What institutional punishment did FIFA impose on Rubiales, and is it still in effect?

FIFA imposed a three-year ban from all football-related activities, nationally and internationally, which was officially upheld by the Court of Arbitration for Sport (CAS) in February 2025. This ban effectively ends his career as a high-ranking football official for the foreseeable future, confirming that global football bodies will enforce ethical standards with strong sanctions.

What is the significance of the #SeAcabó movement that followed the kiss?

#SeAcabó (“It’s Over”) is the name given to the mass movement of solidarity from Spanish and international players and the public. Its significance lies in its demand for systemic change—not just Rubiales’ resignation, but a complete overhaul of the patriarchal structures within the RFEF. It is widely regarded as a watershed moment for consent and feminism in Spanish society and global sports.

How did the incident impact Jenni Hermoso professionally?

Hermoso’s testimony revealed that the incident and the subsequent coercion attempts “tainted” her team’s historic World Cup victory. Professionally, she was forced to seek refuge from the spotlight by moving to a club in Mexico (though she has since continued her successful career). The most lasting impact is her role as a key witness and figurehead who stood firm against institutional power, leading to a landmark legal precedent.

What is the most important legal/policy change driven by this controversy in 2025?

The most important change is the legislative push for mandatory governance reform. A key example is the National Sports Governance Act, 2025 in India, which mandates that all national sports federations must establish an Ethics Committee, a Dispute Resolution Committee, and a “Safe Sports Policy” to protect athletes. This shows that the principles highlighted by the Rubiales case are now being hard-coded into international sports law and national legislation, shifting from non-binding recommendations to statutory requirements.

Final Thoughts

The Luis Rubiales kiss was more than a singular act of misconduct; it was a profound illustration of the dangers inherent in unchecked power and the critical need for explicit consent in every professional environment. The enduring legacy of this controversy is not the initial shock, but the subsequent wave of accountability.

As of 2025, the legal and institutional outcomes—Rubiales’ sexual assault conviction and upheld FIFA ban—serve as a powerful and undeniable precedent: positions of authority in sports do not confer impunity. The courage of Jenni Hermoso, and the unified call of the #SeAcabó movement, forced global institutions to confront their ethical deficits. 

The long-term impact will be measured not only by the individual’s downfall but by the strength of the new Safe Sport policies, governance structures, and the cultural mandate for respect and bodily integrity that now defines the modern athlete-official relationship. The message is clear: the era of patriarchal entitlement in the sports workplace is unequivocally over.

To read more, Click Here.