UEFA President Aleksander Ceferin, speaking in his typical measured tone, addressed the heated reaction that followed the kiss between Luis Rubiales and Jenni Hermoso after the Women’s World Cup final. He argued that the media portrayal had exaggerated the severity of the incident, urging observers to distinguish between the moment itself and the broader consequences that have since been discussed. Ceferin’s remarks aimed to provide context, urging a careful consideration of the facts as they stood at the time rather than rushing to conclusions or definitive judgments about intent or wrongdoing.
In his assessment, Ceferin noted that Rubiales’ actions were not appropriate and could be viewed as reckless, a judgment that he implied placed the former RFEF president in a difficult position. He acknowledged that Rubiales found himself in a no-win situation, given the intense scrutiny and the political pressures surrounding the role. The president explained that even as he recognized the misstep, he did not believe it warranted ad hoc or extreme penalties that would permanently derail a career or a leadership path that had previously been built over years of involvement in football administration.
Ceferin further stated that he had discussed the matter with Rubiales on multiple occasions and offered guidance intended to steer the federation toward a prudent resolution. He made clear that his recommendations included a resignation as a step that would likely help the organization move forward and focus on the reforms needed within the federation and the sport at large. The emphasis was on preserving the integrity of the institution while ensuring that accountability remained a priority for everyone involved.
Looking beyond the individual episode, Ceferin stressed the necessity of changing the cultural norms surrounding football in Turkey and across Europe, particularly with regard to how women are perceived and included in the sport. He underscored the importance of building a climate where respect and equal opportunity are non-negotiable. The proposed changes would involve practical measures such as establishing a robust code of conduct that clearly defines acceptable behavior and the boundaries of professional interactions, with specific consequences for violations that cross those lines.
He articulated a concrete vision for governance that centers on conduct standards, transparency, and accountability. The idea is to create an environment where leaders model responsible behavior and where violations are met with appropriate, consistent responses. Ceferin’s proposal calls for a framework that makes it unmistakably clear what is expected from everyone involved in football administration, from board tables to training grounds, and the consequences when standards are breached.
Equally important, Ceferin advocated for greater female participation in football governance. He pointed to the current composition of leadership across the European game as a signal that gender balance remains an area for improvement. By increasing the representation of women in UEFA bodies and in national associations, the sport would not only reflect its diverse constituency but also benefit from a wider range of perspectives and decision-making approaches that come with broader inclusion.
In his closing reflections, Ceferin highlighted a practical reality: there are three national association presidents and fifty-two presidents across Europe, yet the presence of women in managerial roles remains comparatively scarce. He stressed that meaningful progress depends on sustained effort, structural changes, and a commitment to cultivating leadership pipelines that empower qualified women to rise through the ranks. The overarching message was clear—ambitious reform must be paired with concrete actions, sustained over time, to reshape the governance landscape and ensure football remains welcoming, fair, and competitive for everyone involved.