Between Matches and #MeToo moments -What the Women's Football World Cup will be remembered for

This summer 32 teams faced each other to determine who will be taking home the Women's World Cup trophy. However, a controversial moment during the ceremony shifted the focus from quality football to social issues

This summer, all the attention of football enthusiasts was drawn to Australia and New Zealand, the co-hosts of this year's FIFA Women's World Cup. Viewers could expect great talent, record-breaking matches, and emerging stars. Above all, this tournament was a part of FIFA's 'Football Unites the World' campaign, promising to address social issues and collaborate with human rights organisations, all while showcasing the world's best teams. With viewership doubling, surpassing two billion, there appears to be significant progress and support for the sport. (Euromonitor International, 2023) This was especially evident when top-ranked teams like Germany and the United States made an early exit, allowing viewers to cheer for underdogs and generating genuine excitement for the final matches.

However, just moments after Spain defeated England in the grand final with a score of 1-0, all attention shifted away from the players to a moment during the award ceremony. The Spanish coach, Luis Rubiales, forcibly kissed Jennifer Hermoso on the lips without her consent. While he later repeatedly claimed it was a consensual interaction, it quickly became apparent that Hermoso felt uncomfortable and subjected to an unwarranted, sexist act without her consent. She later released a statement, saying: "I felt vulnerable and like a victim of an impulsive, sexist, inappropriate act without any consent on my part."

All this happened despite the UN Women announcing partnership with the tournament, with the goal of "advancing gender equality in football and preventing abuse and discrimination on and off the field." (Esteban González, 2023). Finally, these issues became the central themes of this tournament, shifting the focus from talented football players to what some have referred to as a new #MeToo moment in Spain. The irony was not lost on many that, after being crowned champions of the tournament, having demonstrated their strength and dominance, the athletes were still left feeling vulnerable.

To most outraged viewers, it seemed obvious that the coach should step back from his position. As it turned out, the coach has had a history of displaying inappropriate behavior with the athletes. Spanish newspapers even published headlines such as "global embarrassment," making it very clear where the support lay in this situation.

Despite mounting pressure on Rubiales to resign, he not only refused but also defended himself, claiming Hermoso was making false allegations. He called the uproar an example of "false feminism" and insisted on keeping his position. His statement was even met with some support from the Spanish football federation. A new wave of outrage, a 90-day suspension by FIFA, and the players' vow to boycott any future games initially did not sway his decision. (BBC News, 2023) It was only three weeks later that he submitted his resignation letter, stepping down from his role as the president of the Spanish football federation.

The most concerning and infuriating aspect for supporters of Jenni Hermoso was not the kiss itself, but the confidence to do so in a public space, witnessed by millions of viewers, and the lack of fear of facing any consequences. Some reporters argue that this situation was not merely an unfortunate incident but rather part of a larger problem: a lack of accountability within the established systems. (Rushden, 2023)

Despite all the efforts, such as the UN partnership and the belief that this sport is on its way to overcoming gender inequalities, it still doesn't appear to be a fair game to many. According to former US player Megan Rapinoe, and as witnessed throughout this case this is because female football players are constantly "playing two games at the same time.”

References

Baxter, K. (2023, August 3). 2023 Women’s World Cup: Biggest surprises and disappointments - Los Angeles Times. Los Angeles Times. https://www.latimes.com/sports/soccer/story/2023-08-03/womens-world-cup-round-16-biggest-surprises-title-favorites

BBC News. (2023, August 26). Luis Rubiales suspended by Fifa over Women’s World Cup kiss - BBC News [Video]. YouTube. Luis Rubiales suspended by Fifa over Women's World Cup kiss - BBC News

Esteban González, I. (2023, July 19). Press release: Women’s World Cup 2023 – UN Women and FIFA join forces for gender equality | UN Women – Headquarters. UN Women – Headquarters. https://www.unwomen.org/en/news-stories/press-release/2023/07/press-release-womens-world-cup-2023-un-women-and-fifa-join-forces-for-gender-equality

Euromonitor International. (2023). Women’s World Cup 2023 viewership to cross 2 billion, double from 2019: Euromonitor International. Euromonitor. https://www.euromonitor.com/press/press-releases/july-20232/womens-world-cup-2023-viewership-to-cross-2-billion-double-from-2019-euromonitor-international

Rushden, M. (2023, August 30). Luis Rubiales and Spain: what happens now? – Football Weekly. The Guardian. https://www.theguardian.com/football/audio/2023/aug/30/luis-rubiales-and-spain-what-happens-now-football-weekly

Women playing two games at same time - Rapinoe. (202323, August 23). BBC Sport. https://www.bbc.com/sport/football/66590777