It Didn’t Start with a Kiss: The Spain Soccer Scandal Exposes Brand Misbehavior

min read
September 18, 2023

By Laura Thomas, SVP, head of strategy

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If summer has distracted you and you haven’t yet heard, Luis Rubiales, President of the Royal Spanish Football Federation, forcibly kissed player Jenni Hermoso on the mouth during the post-game trophy ceremony. The fallout was immediate, but in a summer that’s positively brimmed with female empowerment, the Federation’s leaders downplaying the incident did significant harm.

In advertising terms, we have been witnessing an extraordinary act of brand misbehavior.

Read Laura's full story on the scandal in Little Black Book.

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