Disguisting behavior by Rubiales but I'm sure many in this place dont see anything wrong with it.
I actually did not watch the ceremony live but I re-watched it now and paused for each player and re-winded to study it closer here is what I gathered:
I did not find any disgusting behavior whatsoever.
1. Every spain player looked totally comfortable with their celebration with Rubiales. There was no one with a body language that shown they were alarmed or disturbed.
2. Rubiales cheek kissed Lucy Bronze as well as an indicator he has some kind of relation to her with her being in Spain.
3. Rubiales also kissed the spanish male coach and embraced him in the same way as all the female players.
4. The people/women standing before Rubiales also cheek kissed most of the players and interacted with them in a similar manner.
5. The only thing I found out the ordinary was the kissing of Hermoso and even that I found to be pretty innocent. You can see Rubiales pull away from Hermoso and being all wild and riled up with joy and then giving her that quick kiss on the mouth.
(I dont know how well they know each other, just that both of them said they have great relationship)
Overall: From the outrage I expected Rubiales to act like a proper clown and really being inappropriate. After seeing the entire footage and the context I conclude this was nothing but but a spider fart that people made out to be much of a bigger deal than what it was.
Footnote: If you want to connect the drama in the spanish team to the kiss on the mouth on Hermoso, yes, that could make sense I guess. But other than that I dont see anything alarming and think its been way way overblown. The other girls all looks happy to see him including Hermoso!
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Final note: I think he could have avoided the kiss with Hermoso, but reviewing the footage I agree it was spontaneous outburst in celebration and I would have to know how well they know each other to think this was much to be upset about. I have no previous opinion or knowledge of Rubiales so I am only judging him for his actions during he ceremony, nothing else.