One man’s actions are overshadowing the Women’s World Cup. But the outcry may lead to change

– End goal. The Women’s World Cup was a joyous moment for sports fans around the world. Americans, saddened by the early exit of the U.S. Women’s National Team, were heartened that the team still took home a record payout of $3.3 million thanks to last year’s groundbreaking contract. England rooted for the Lionesses in the final. And Spain cheered on winners La Roja.

And yet, the discourse surrounding the close of the tournament on Aug. 20 has been not about record-breaking viewership, competition, or prize money—but about the actions of one man on the field.

Luis Rubiales, president of Spain’s soccer federation, grabbed Spanish player Jenni Hermoso in the aftermath of the team’s 1-0 win over England and kissed her—unwanted—on the mouth. He also exhibited other crass behavior, like grabbing his crotch while standing next to Spain’s Queen Letizia and her 16-year-old daughter.

Since then, the situation has evolved quickly.

—First, Rubiales resisted calls to resign.

—Spain’s women’s soccer players said they refused to play until he stepped down.

—FIFA, the world governing body for the sport, suspended Rubiales on Saturday and announced an investigation into his conduct.

—The presidents of Spain’s regional soccer federations called for his resignation.

—Spain’s high court announced a preliminary investigation into whether the incident constituted an act of sexual aggression.

—Rubiales said he “made a mistake” but his apology was criticized by many, including politicians, as “insufficient.”

—In a dramatic turn of events, Rubiales’s mother reportedly locked herself in a church and announced a “hunger strike” to protest the treatment of her son.

—Supporters have gathered, in relatively small but powerful protests, around stadiums in support of Hermoso and against Rubiales.

The incident is proving to be meaningful for Spain’s feminist movement. Supporters have chanted and held signs proclaiming “We’re with Jenni” and “It’s over” for Rubiales. Given the cultural power sports hold, this incident is a final straw for many. Fed up with disrespect toward women—so blatant as to be displayed moments after the team triumphed on the world stage—fans and feminists see this as a moment to push for change in soccer and beyond.

It’s a shame that this Women’s World Cup will potentially be remembered for the inappropriate behavior of one man, rather than the women’s team’s historic win (The victory made Spain one of just two countries to hold both men’s and women’s titles). But, hopefully, some change will come of it. At least, that’s the goal.

Emma Hinchliffe
emma.hinchliffe@fortune.com
@_emmahinchliffe

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PARTING WORDS

"Let us remember all of this is far bigger than a champion’s paycheck. This is about how women are seen and valued in this world.”

—Former First Lady Michelle Obama at the U.S. Open, honoring Billie Jean King on the 50th anniversary of her fight for equal prize money