There have been multiple winners of my annual media personality of the year before, but this is the first time I’m giving the award to an entire team: the Spanish women’s football side. In 2023, Spain won the women’s world cup tournament, which was held in Australia and New Zealand, however that is not why they are winning this award. The team has had to deal with a history of sexism which came to a head when Spain won the trophy by beating England in the final and the then Spanish soccer federation president, Luis Rubiales kissed player Jenni Hermoso on the lips during the awards ceremony. It led not just to the expulsion of Rubiales but an entire movement that galvanised Spain known by its hashtag: SeAcabó (It’s over).
Spain was late coming to the table on women’s rights. In the Franco era, women had few rights and needed permission to apply for a job, open a bank account or travel alone. The law even allowed husbands to kill their wives if they caught them in the act of adultery while lesbians were put into psychiatric institutions and given electroshock therapy. Women were not afforded full equal rights until the 1978 Constitution and cultural change has lagged behind political change.
The issues with the culture in the Spanish women’s football team date to the regime of Ignacio Quereda, team manager between 1988 and 2015. The problems became public in October 2021, when the documentary Romper el Silencio (Breaking the Silence) featured interviews with former players about Quereda’s culture of “rampant fear, bigotry, sexism and homophobia”. Quereda viewed homosexuality as an illness and wanted to eradicate it, one gay player said. When players complained to the Spanish federation about him, the president “reportedly dismissed their concerns and often enabled the coach’s abuse”. Quereda was dismissed in 2015 after the players went to the press with their concerns.
At Euro 2022 Spain were knocked out in the quarter finals by eventual winners England. Afterwards senior players told manager Jorge Vilda they needed tactical changes. By September 2022 the Guardian was reporting a “mutiny” as 15 players declared themselves unavailable for selection for as long as Vilda remained head coach as he had “affected their health and emotional state”. The Spanish Federation refused to budge, calling it a situation that “goes beyond sport to be a question of dignity”, and insisting it would not give in to player pressure. All 15 players were stood down from the national team. Many of the 15 played for Barcelona and when Barcelona won the Spanish Super Cup in January, the players were left in the bizarre situation of picking up their own winners’ medals as the Spanish football president refused to hand them out.
Despite the toxic atmosphere in the dressing room, the national team stormed on to win the World Cup in Australia. After the final, Spanish Federation president Luis Rubiales made headlines for forcibly kissing Spain’s all-time top-scorer Jenni Hermoso on the lips after grabbing her by the head with both hands. Rubiales strongly denied any wrongdoing dismissing it as “an unimportant gesture of affection.” In a Federation press release Hermoso is quoted as called it a “natural gesture of affection” but this was fabricated and she said privately on social media she didn’t like it. Rubiales later apologised but the Spanish prime minister said the apology was not enough and “his behaviour shows that there is still a long way to go for equality.” Rubiales was expected to resign at Spanish Football Federation Extraordinary Assembly but instead doubled down calling his critics exponents of “fake feminism” which he said was a scourge of modern society. He also brought his three daughters to the Assembly and told them they had to “differentiate between truth and lies”. The speech was met with a standing ovation from men in the hall.
Meanwhile Spanish women unleashed a wave of personal experiences of sexism and abuse of power in the workplace. An academic working with Women in Global Health Spain said most had never previously reported the incidents, due to fear or not knowing how to do so. “These comments about women, about the way they look, there is this kind of humour, it’s normalised behaviour,” the academic said. “Women feel uncomfortable but they don’t dare to highlight it because of power [imbalances].”
As the controversy rumbled on, FIFA announced an investigation into four incidents of indecent behaviour on Rubiales’ part during and after the game, while Spanish male players came out in support of the women. The Spanish government started legal proceedings against Rubiales with the social rights minister Ione Belarra declaring: “Consent is not decided by the aggressor, it is decided by the woman. Mr Rubiales’ violent, mafia-like discourse will not work against a country that has already changed. Everyone already knows what kind of man he is.” The court agreed his misconduct was “serious” but not “very serious” and therefore he could not be immediately removed from office. Rubiales complained he was the victim of media lynching.
However FIFA did not agree and on October 30 announced Rubiales had breached their disciplinary code and banned him for three years. Rubiales finally announced his decision to quit in an exclusive interview with Piers Morgan announced his intention to quit in an exclusive interview with Piers Morgan, whom Barry Glendinning noted was “a similarly boorish and divisive alpha male who has form in the field of stepping down from a cushy, well-paid gig after being publicly criticised by a colleague for the manner in which he continued ‘to trash’ a popular, high-profile woman.” Like Morgan’s own behaviour, there was no apology or suggestion of wrong-doing.
The incident was a #MeToo moment for Spain, but it had its own hashtag. It has spurred a wider anti-sexual violence, anti-machismo, and pro-women’s equity movement known as #SeAcabó (Spanish for “It’s over”). According to Spanish journalist Maria Ramirez the time was right in 2023 for three reasons. Firstly, said Ramirez, society has changed. “All-male panels still happen, corporations are dominated by men and news media leaders are rarely women. But our gender laws are among the most advanced in the west, and Spain fares better in the UN gender equality index than the US and the UK because of a higher percentage of women in parliament and a lower maternal mortality ratio and adolescent birthrate.” The second element was good reporting on Rubiales and his behaviour. A key moment was when Relevo, a small sports-focused news site for young people, published an article saying that Hermoso was being pressured to support Rubiales while the federation made up her words in a statement. But the third element, and the most important was the team itself. As Ramirez, they were “a group of talented women who have been through professional trials and who were finally powerful enough to speak up and be heard.” As the England team, whom they defeated in the final said, “The behaviour of those who think they are invincible must not be tolerated and people shouldn’t take any convincing to take action against any form of harassment.” It was put best by a Spanish cartoon on social media of a young girl talking to her grandmother. “Grandma, tell me about how your team won the World Cup,” the girl said. The grandmother answers: “We didn’t just win the World Cup, little one. We won so much more.”
Previous winners:
- 2009 Mark Scott
- 2010 Julian Assange
- 2011 Alan Rusbridger and Nick Davies
- 2012 Brian Leveson
- 2013 Edward Snowden
- 2014 Peter Greste, Mohamed Fadel Fahmy and Basher Mohamed
- 2015 Clementine Ford
- 2016 David Bowie
- 2017 Daphne Caruana Galizia
- 2018 Donald Trump
- 2019 Greta Thunberg
- 2020 Tedros Adhanom Ghebreyesus
- 2021 Grace Tame
- 2022 Volodymyr Zelenskyy