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It took Luis Rubiales’ public behavior to validate Spain players’ concerns

Jorge Vilda and Luis Rubiales were at the center of the original complaints from Spain’s “Las 15.” (Alex Pantling – FIFA/FIFA via Getty Images)

Spanish federation president Luis Rubiales has refused to resign from his position in the aftermath of the scandal at the Women’s World Cup final, despite reports that he would do so on Friday.

Rubiales was seen non-consensually kissing player Jenni Hermoso during the medal ceremony and making a lewd gesture in the stands at the end of the game. His actions have come under fire in the days following the Spain women’s national team’s first World Cup win. During an emergency meeting among Spain’s soccer federation (RFEF) members on Friday, where reports had indicated Rubiales would resign, he instead staunchly defended his actions and refused to bend to public pressure.

“They’ve told me that the best thing would be to resign because if not, probably on Monday it would occur to someone to kick me out of the forum, find the formula,” Rubiales said in his speech. “But we’re in a country where the law rules, where there has to be a motive to take you out of some place. And I say: what is it I’ve done? A consensual peck is enough to get me out of here?”

The immediate aftermath of the shocking moment and the World Cup win itself was chaotic. Hermoso was seen saying on teammate Salma Paralluelo’s Instagram Live stream that she didn’t enjoy the kiss. Then, Rubiales was filmed making jokes about it in the locker room, including that he and Hermoso would get married in Ibiza.

Once it became clear the story wasn’t going away, Spain’s soccer federation, RFEF, issued a statement on Hermoso’s behalf downplaying the incident. It was later reported that the statement was not made with her full participation, which RFEF denies.

Rubiales put out a video statement apologizing for how the kiss was perceived and was met with a public outcry. Prominent players like the USWNT’s Megan Rapinoe and Sweden’s Caroline Seger, and coaches like the San Diego Wave’s Casey Stoney, condemned Rubiales and his actions.

“I want the whole world to react,” Seger told a Swedish newspaper, “and I want something to happen because it’s clear that there are problems in RFEF. If people think it’s not wrong, it’s just not acceptable!”

Spanish politicians have also condemned Rubiales’s actions. Pedro Sánchez, Spain’s acting prime minister, said Rubiales’ apology “wasn’t sufficient.” Futpro, the Spanish players’ union, said it would investigate inappropriate actions on Hermoso’s behalf in conjunction with TMJ, Hermoso’s agency. Liga F, Spain’s premier women’s domestic league, called for Rubiales’ resignation.

“It is time to take a step forward,” Liga F’s statement read. “The opposite would be a humiliation for all women and the biggest defeat of Spanish sport and our country.”

Beatriz Álvarez Mesa, President of Liga F, went one step further in her comments.

“Those of us inside know that he has never done anything for women’s football,” she said this week. “He creates obstacles and inconveniences. Luis Rubiales has never believed, nor will he believe, in women and their role in soccer.”

Rapinoe also alluded to the larger issues following the Spanish federation both before and after the World Cup. Rubiales’ behavior signaled “such a deep level of misogyny and sexism in that federation and in that man,” she told The Atlantic this week.

In fact, Spain has been shrouded in controversy for over a year. Even as the team reached new heights at the international level, they were followed by the story of “Las 15,” the 15 players who refused call-ups to the senior team due to issues with federation resources and the management of coach Jorge Vilda.

In the letter “Las 15” originally sent to the federation, those specific issues weren’t shared in detail, though players said the culture was having an “important effect on my emotional state and by extension my health.” A report in The Athletic elaborated on some of the complaints, which included allegations that the coaching staff requested hotel doors remain open until midnight and the intrusive searching of player belongings.

RFEF — led by Rubiales — quickly condemned “Las 15,” sticking by Vilda’s management and demanding contrition from protesting players in order to have a chance to play in the World Cup. Three players — Aitana Bonmatí, Ona Batlle and Mariona Caldentey — returned to the team, and the group made it all the way to the World Cup trophy lift despite intense internal tension.

The USWNT’s Christen Press had expressed hope that Spain’s World Cup success would give players greater leverage to effect change inside their federation, but that reality has played out differently. In a strange way, swift public reaction to internal complaints only came in the moment that Rubiales felt that he too had won.

He had been quoted in the Spanish media as feeling vindicated by Spain’s success in the World Cup prior to the final, celebrating what he saw as a few naysayers being proven wrong. He also initially called the backlash to his behavior “idiotic,” telling Spanish radio station Cope: “We do not pay any attention to idiots and stupid people. It was a peck between two friends celebrating something.”

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Jennifer Hermoso celebrates Spain's World Cup win on Sunday. (Photo by Joe Prior/Visionhaus via Getty Images)

The defiance immediately after the final whistle blew wasn’t relegated to individuals. The official social media channel for the Spain women’s national team posted a photo of Vilda with the caption “Vilda In,” appearing to directly reference criticisms of the team’s head coach. For a few brief moments, those who had reprimanded “Las 15” so fiercely had appeared to get what they wanted — validation by winning on the field.

As disheartening as it is to see, those attitudes have long held a place in sports, and specifically in women’s sports.

“You can be a fantastic football coach, absolutely fantastic, and you can be an absolutely horrible human being and not deserve to be in a position,” Gotham FC and USWNT player Midge Purce said on “The 91st” podcast. And her perspective is hard-won.

“We’ve seen it in the NWSL when we had to get rid of coaches, because the very thing existed. We had a coach who was the most winningest coach in the league, in league history, and he was abusing the players,” Purce continued, referring to the culture of abuse under Paul Riley while he was a head coach in the NWSL.

“I don’t really see this line of reasoning, which is ‘you win, you must stay,’ and I think prioritizes the values of society really, really poorly. What a dangerous message to send to not just young women but young men as well.”

The aftermath of the incident also showcased the pressures Spain’s players have likely been feeling for months. Hermoso downplayed the kiss in a radio interview, calling it “just a small thing.” But the 33-year-old midfielder also reportedly refused to appear alongside Rubiales in his apology video, despite pleas from both Rubiales and Vilda, and she supports those urging appropriate action be taken.

The good news is that Rubiales’ brazenness in the moment has caught the attention of those with far more influence than any individual player.

“What it does is it licenses me to speculate a lot, way more than I was before,” said Purce. “And the amount, the speculation that I have is very damning. And my heart is with the players, and I hope that it concludes in the way that is beneficial to them.”

With FIFA’s interest in the case, hope is renewed that the internal reform many have hoped for inside Spain’s federation might soon come to fruition, despite Rubiales’ adamant denials. Let’s also hope that next time, it won’t take egregious behavior in the public eye for those in power to take serious action.

Claire Watkins is a Staff Writer at Just Women’s Sports. Follow her on Twitter @ScoutRipley.

California Takes on Carolina in Two-Game NCAA Basketball Battle for ‘The Real SC’

Te-Hina Paopao and her South Carolina teammates walk off the court after a 2025 SEC tournament win.
Both games in "The Real SC" series have been moved to larger capacity venues. (Eakin Howard/Getty Images)

The NCAA is turning up the heat on the next two seasons of non-conference basketball competition, with powerhouse programs from the University of South Carolina and the University of Southern California set to determine which team is "The Real SC" via a special two-game series.

The acronymic rivals will first meet at Crypto Arena in Los Angeles on Saturday, November 15th, 2025, before heading to Bon Secours Wellness Arena in Greenville, South Carolina, on the same date the following year.

In anticipation of high ticket demand, series host Complete Sports Management shifted both games to the aforementioned higher-capacity venues, rather than utilizing the teams’ usual on-campus arenas.

"I will always choose elevating women's basketball, and that's especially true in scheduling," South Carolina coach Dawn Staley said in a team statement. "I know Complete Sports Management has the same mission, and I like their creativity in bringing not just two great programs together, but engaging their fan bases on both coasts in a debate they love to have."

Series to showcase the best of NCAA basketball

The newly created series won't just decide "The Real SC," it also pits two of the sport's historic programs against each other in an SEC vs. Big Ten and East Coast vs. West Coast battle for bragging rights.

The defending champion Gamecocks are currently ranked No. 2 in the nation as they gear up for the 2025 March Madness tournament, in which they'll seek a fifth straight Final Four berth and an overall fourth NCAA title.

Meanwhile, the Trojans are chasing South Carolina up the AP Poll in the No. 4 spot, with a goal to equalize with Gamecocks by claiming a third national championship this season. If they're successful, it will be USC's first NCAA trophy since 1984.

Regardless of the 2024/25 NCAA tournament's outcome, both teams will likely still roster multiple future WNBA stars for the foreseeable future, with fans banking on seeing current sophomore stars like South Carolina's MiLaysia Fulwiley and USC's JuJu Watkins featuring in both games of "The Real SC" series.

How to buy tickets to USC vs. South Carolina in "The Real SC"

Tipping off in LA on November 15th, 2025, tickets for the first meeting between the Gamecocks and Trojans in "The Real SC" series will be available for purchase online this Friday at 1 PM ET.

Women’s Sports Ads Hit New Heights in Latest Commercial Impact Report

A packed arena watches Game 4 of the 2024 WNBA Finals
The WNBA Playoffs helped fuel a significant increase in ad effectiveness in 2024. (David Sherman/NBAE via Getty Images)

Blockbuster viewership isn’t the only booming women’s sports statistic, with women's sports ads making serious inroads as more brands buy into the growing market.

Per a study released by TV outcomes company EDO on Tuesday, women’s sports saw an overall 56% year-over-year increase in ad effectiveness in 2024, with 40% more ad impact than an average primetime ad.

Based on consumer behavior metrics like brand searches and site visits, some of the most effective advertisers last year were apparel brands like Athleta, Fabletics, and Skims.

Even more, efficacy measures skyrocketed when brands put sports and women athletes in their content. CarMax ads spotlighting women's basketball stars, for example, exceeded other WNBA advertisers' effectiveness by 185%.

"Women’s sports are officially a business imperative," said EDO SVP and head of client solutions Laura Grover. "It’s not just about reaching this fast-growing audience — it’s about inspiring action, building brand affinity, and driving real business impact."

JuJu Watkins celebrates USC's Big Ten basketball title after defeating UCLA on Saturday.
Star USC sophomore JuJu Watkins has already racked up multiple NIL deals. (Ric Tapia/Getty Images)

Basketball leads women's sports ad impact numbers

The spike in ad revenue coincides with the surging popularity of both college sports and women’s basketball, with ads during WNBA and NCAA games boosting viewer engagement and brand loyalty.

The 2024 WNBA Playoffs, for instance, saw an 11% increase in ad impact over the 2023 edition.

Meanwhile, both the 2024 WNBA Playoffs and 2024 NCAA women's basketball tournament ads proved 24% and 18% more effective, respectively, than the primetime average.

With March Madness taking over the airwaves in the coming weeks, expect even more brand involvement, as companies buy into both the NCAA sport and its stars.

One athlete leading that charge is USC sophomore phenom JuJu Watkins, whose numerous NIL endorsements have the 19-year-old starring in a commercials for NYX Professional Makeup, Degree, and State Farm.

An overhead view of the 2024 NCAA volleyball championship game between Penn State and Louisville.
The NCAA volleyball championship was 2024's most impactful women's sports event for TV ads. (Jamie Schwaberow/NCAA Photos via Getty Images)

Gymnastics, volleyball draw advertisers to NCAA women's sports

The NCAA also boasts significant brand boosts in rising women's sports like lacrosse and gymnastics, which saw respective ad impact growths of 26% and 15%.

That said, college volleyball boasts the sporting event with the biggest brand impact. With a 51% ad efficacy rate over the primetime average, Penn State's 2024 NCAA championship win over Louisville was last year's most effective women's sports TV program.

All in all, the market is seizing onto the fact that women’s sports are good business and, with a seemingly limitless ceiling, 2025 could see the highest rate of return yet.

Davidson Captains New-Look Gotham FC Roster Ahead of 2025 NWSL Kick-Off

Gotham FC defender Tierna Davidson prepares for a kick during a 2024 NWSL match.
Defender Tierna Davidson will captain Gotham FC this season. (Karen Hickey/ISI Photos/Getty Images)

Gotham FC set the scene for NWSL club's 2025 season on Tuesday, dropping their official 24-athlete roster and new player-led leadership group while handing longtime USWNT defender Tierna Davidson the captain’s armband ahead of Saturday’s regular-season kick-off.

At 26 years old, the 2019 World Cup champion and 2024 Olympic gold medalist succeeds retired goalkeeper Michelle Betos as the NJ/NY squad's captain, heading up Gotham’s leadership alongside fellow defenders Jess Carter and Mandy Freeman, as well as midfielders Rose Lavelle and Nealy Martin.

Gotham also removed star forward Midge Purce from her season-ending injury designation on Tuesday, opening the door for the 29-year-old USWNT standout to return to the NWSL pitch for the first time since tearing her ACL in last season's opener.

The 2023 NWSL Championship MVP tallied 16 goals across her 46 career appearances for Gotham before sitting out the entirety of the 2024 season.

Gotham FC midfielder Nealy Martin warns up before an NWSL match.
Gotham midfielder Nealy Martin will serve on the club's 2025 leadership group. (Ira L. Black - Corbis/Getty Images)

Gotham aims for successful 2025 behind refreshed roster

Following last year’s third-place finish, the 2023 NWSL champs saw a handful of big-name departures, prompting the club to adopt a more measured approach to this season’s roster rebuild.

"Change is normal in this environment, right?" Martin told JWS in January. "People have got to do what’s best for their career, but it hurts losing your friends on your team just personally, selfishly."

"Professionally, you have to take it in stride and see how all the new pieces can fit together," she continued. "How you can highlight new people’s best talent in the system that you’re playing."

Once considered a superteamGotham definitely looks a little different this time around, but early season moves display the club's interest in transforming steady consistency into a winning squad — with or without massively deep star power.

Gotham FC forward Midge Purce prepares a corner kick during a 2024 NWSL match.
After missing the 2024 season with injury, Midge Purce could make her Gotham return shortly. (Tim Nwachukwu/Getty Images)

Gotham FC's official 2025 team roster

  • Goalkeepers: Ann-Katrin Berger, Ryan Campbell, Shelby Hogan
  • Defenders: Bruninha, Jess Carter, Tierna Davidson, Mandy Freeman, Lilly Reale, Emily Sonnett
  • Midfielders: Sofia Cook, Jaelin Howell, Rose Lavelle, Nealy Martin, Stella Nyamekye, Taryn Torres
  • Forwards: Esther Gonzalez, Khyah Harper, Cece Kizer, Gabi Portilho, Midge Purce, Sarah Schupansky, Jéssica Silva, Ella Stevens, McKenna Whitham

Oregon State Basketball Tops Potential March Madness Bracket Busters

New mid-major basketball team Oregon State celebrates their 2025 WCC tournament title.
No. 4-seed Oregon State won the WCC tournament on Tuesday. (Candice Ward/Getty Images)

While NCAA basketball's Power Four conference tournaments wrapped up on Sunday, teams from mid-major Division I leagues are still battling for invites to the Big Dance, where they'll aim to upset top March Madness contenders.

Already harnessing upset momentum is former Pac-12 squad Oregon State, who won the West Coast Conference (WCC) tournament as the No. 4 seed on Tuesday.

After conference realignment saw most of the starters from last season's Elite Eight team transfer to Power Four programs, Oregon State finished the 2024/25 regular-season at 16-15 (12-8 in WCC play).

This week, however, the Beavers found another gear, tearing through their tournament and upsetting the two WCC regular-season co-champions along the way.

Catarina Ferreira #30 of the Oregon State Beavers holds up a ceremonial NCAA tournament ticket after the team's 59-46 victory over the Portland Pilots in the championship game of the West Coast Conference women's basketball tournament.
Potential NCAA upset Oregon State overcame star departures to win the WCC tournament. (Candice Ward/Getty Images)

Oregon State paves a path to NCAA tournament underdog

First, Oregon State narrowly defeated top-seeded Gonzaga 63-61 in Monday's semifinals, before beating back-to-back defending champion No. 2-seed Portland 59-46 in Tuesday's tournament finale — only the fourth loss suffered by the Pilots all season.

Oregon State's unlikely March Madness bid is the program's 13th overall, and the ninth in the NCAA tournament's last 11 editions.

"I'm just so happy and so proud of this team," said Oregon State head coach Scott Rueck. "For this group to cover the ground that they did this year, from day one until now, is absolutely remarkable. It's one of the most special things I've been a part of."

The Beavers’ surge, however, holds consequences for both Portland and Gonzaga, whose slim chances of making Sunday's bracket now rest with the NCAA selection committee.

While Portland is a more recent contender on the national stage, Gonzaga hasn't missed an NCAA tournament since 2016, with the Bulldogs appearing in all but two brackets since their 2007 March Madness debut.

The South Dakota State basketball bench cheers during a 2025 NCAA game.
South Dakota State could snag a No. 9 seed in March Madness. (Samantha Laurey/Argus Leader/USA TODAY NETWORK via Imagn Images)

NCAA underdogs looks to spur chaos in March Madness

Should they make the cut, at-large underdogs Portland and Gonzaga would join Oregon State and other smaller conference champions in trying to bust brackets by upsetting top contenders in the first few rounds of the NCAA's competition.

Other mid-major standouts are already considered likely members of the 68-team national pool, with current projections listing Fairfield University (Metro Atlantic Athletic Conference) and new No. 24-ranked South Dakota State (Summit League) claiming seeds as high as No. 9.

Projections also show that the Ivy League is on the precipice of sending a full trio of upset-hungry teams to the NCAA tournament.

While regular-season champion Columbia is expected to claim a national No. 11 seed after Saturday's conference tournament final, strong seasons from both Princeton and Harvard have the pair currently snagging one of the final four at-large bracket spots.

Atlantic 10 tournament victors George Mason could also pose a threat to Power Four contenders, with the Patriots clinching their first-ever NCAA tournament berth on Sunday despite ceding the regular-season conference title to Richmond.

Though it’s not always wise to bet against heavyweights in the NCAA tournament's opening rounds, emerging college basketball underdogs are embracing the spotlight — and welcoming the opportunity to shake things up after Selection Sunday.
 
 

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