When Javier "Chicharito" Hernández posted Instagram messages suggesting women should "allow themselves to be led by a man" and accused them of "eradicating masculinity," he didn’t just spark outrage—he triggered the first-ever disciplinary action by the Mexican Football Federation against a player for sexist speech. The incident, which unfolded over the weekend of July 6–7, 2024, culminated in fines from both the federation and his club, Club Deportivo Guadalajara S.A. de C.V. (Chivas), and a rare public rebuke from Claudia Sheinbaum, Mexico’s first female president. The fallout isn’t just about one player’s poor judgment—it’s a litmus test for Mexican soccer’s long-ignored gender problem.
"Very Sexist": Sheinbaum’s Public Rebuke
On Wednesday, July 10, 2024, President Sheinbaum didn’t mince words during a press conference in Mexico City. "Chicharito is a very good soccer player," she said, "but when it comes to his opinion on women... he still has a lot to learn." Her comments landed like a hammer. For a nation where women’s representation in sports leadership remains under 20%, and where female journalists face harassment from club owners, Sheinbaum’s intervention was seismic. It wasn’t just about correcting a star athlete—it was about setting a national standard.Hernández’s posts, which included lines like "You want a man to provide, but for you, cleaning is patriarchal oppression... interesting," weren’t just tone-deaf. They echoed a toxic narrative that’s persisted in Latin American sports culture for decades: that masculinity must be defended, that women’s autonomy is a threat. The Mexican Football Federation’s Gender and Diversity Commission called the remarks "media violence"—a formal classification reserved for content that fuels discrimination. They didn’t reveal the fine amount, but made it clear: "A more severe penalty awaits if he does it again."
Chivas’ Quiet but Firm Response
Chivas, one of Mexico’s most storied clubs, didn’t name Hernández in their statement. That’s deliberate. By saying they oppose "behavior that reinforces stereotypes that limit the freedom, respect, and full development of all people," they sidestepped the spotlight while sending a message louder than any press release: we don’t tolerate this. The club, headquartered in Guadalajara, Jalisco, has long positioned itself as a cultural institution. Now, it’s drawing a line between its legacy and the toxic views of one of its most famous players.It’s worth noting Hernández’s on-field performance hasn’t matched his fame since returning to Chivas in July 2023. After 52 goals for the Mexican national team—the most in history—he’s scored just two in 25 appearances. Injured and sidelined for the opening matches of the Apertura 2024 tournament, which began July 12, 2024, his relevance on the pitch is fading. But off it? He’s become the center of a national reckoning.
A Pattern of Inconsistency
The FMF’s action stands in stark contrast to its silence on other cases. Earlier in 2024, Ricardo Salinas Pliego, owner of Mazatlán F.C. and Club Puebla, publicly mocked female journalists, calling them "hysterical" and "unprofessional." No fine. No reprimand. Just silence. That inconsistency has fueled cynicism. Fans and activists alike wonder: Why punish Chicharito now? Is it because he’s famous? Because Sheinbaum spoke up? Or because, finally, enough people were listening?The answer matters. If the FMF’s move is just performative—targeting a high-profile name while letting powerful owners off the hook—it’s meaningless. But if it’s the start of a real cultural shift, then this fine could be the first brick in a new foundation.
Hernández’s Regret—And the Limits of Apology
On July 11, 2024, Hernández posted a mea culpa: "I deeply regret any confusion or discomfort my recent words have caused; it was never my intention to reduce, hurt, or divide." He called himself a father and a member of the community, pledging to "express myself with greater clarity and sensitivity."It’s a classic apology—polite, vague, and oddly self-centered. He doesn’t name the harm. He doesn’t acknowledge the lived experience of women in Mexican soccer who’ve faced harassment, pay gaps, and exclusion. He doesn’t mention the female coaches, referees, or journalists whose careers are undermined by his rhetoric. He apologizes for "confusion," not for perpetuating sexism.
That’s the problem with these moments. Apologies can feel like closure—but real change requires accountability, education, and systemic reform. Hernández’s statement might soothe his sponsors. It won’t fix the culture.
What’s Next for Mexican Soccer?
This isn’t just about Chicharito. It’s about whether Mexican soccer can evolve beyond its machismo roots. The Mexican Football Federation has a Gender and Diversity Commission—now it needs teeth. Mandatory sensitivity training for players? Public education campaigns? Transparency in disciplinary actions? These aren’t radical ideas. They’re basic standards in leagues from the NWSL to the English Premier League.And then there’s the national team. Hernández has been banned since 2019 after organizing an unauthorized party in New York following a match against the U.S. at MetLife Stadium. He hasn’t played for El Tri since. That ban was about discipline. This fine is about values. Will he ever be recalled? Probably not. But the bigger question is: Will Mexico’s next generation of players grow up believing this kind of behavior has consequences?
Historical Context: A Culture in Transition
Mexico’s soccer culture has long celebrated hyper-masculinity. From the "charrería"-inspired fan rituals to the male-dominated boardrooms, women have been relegated to the sidelines—even when they’re the ones buying tickets, watching matches, and coaching youth teams. The 2023 Women’s World Cup, which saw Mexico’s team reach the Round of 16, sparked renewed energy. But progress is fragile.When the FMF finally acted against Hernández, it wasn’t just about one post. It was about signaling that the era of turning a blind eye is over. Whether that signal is heard depends on what happens next. Will other clubs follow Chivas’ lead? Will the federation publish all disciplinary rulings? Will female players get equal pay and media coverage?
For now, Chicharito’s apology hangs in the air. But the real story is what Mexico chooses to build after it.
Frequently Asked Questions
Why did the Mexican Football Federation fine Chicharito now, after ignoring similar comments by Ricardo Salinas Pliego?
The FMF’s decision appears influenced by President Sheinbaum’s public condemnation and widespread social media backlash, contrasting with its silence on Salinas Pliego’s remarks earlier in 2024. While Salinas, as a club owner, holds institutional power, Hernández’s status as a national icon made his comments more visible and politically charged. The FMF’s move may reflect growing pressure to enforce its own gender policies consistently, though the prior inaction undermines credibility.
How does this affect women in Mexican soccer?
For female players, coaches, and journalists, this moment offers rare validation. For years, sexist language in locker rooms, stadiums, and media rooms went unchallenged. The FMF’s action signals that such behavior is no longer tolerated at the highest levels. However, without systemic reforms—like mandatory training, transparent penalties, and gender quotas in leadership—the symbolic win risks becoming empty. Real change requires more than one fine.
What’s the significance of Chivas’ decision not to name Chicharito in their statement?
Chivas’ silence on Hernández’s name was strategic. It allowed the club to condemn the behavior without appearing to target an individual, preserving team unity while upholding its institutional values. Given Chivas’ cultural importance in Mexico, this approach carried weight: it framed the issue as one of principle, not personality. It also protected the club from being seen as engaging in a public shaming, focusing instead on long-term cultural change.
Could Chicharito return to the Mexican national team after this incident?
Unlikely. He’s been banned since 2019 for an unauthorized party in New York, and his performance since returning to Chivas has been underwhelming. But beyond stats and discipline, the federation now has a public stance against sexist conduct. Reinstating him would contradict that message. Even if his playing form improves, his social influence makes him a liability for a team trying to project modern, inclusive values.
Is this the first time a Mexican soccer figure has been punished for sexism?
Yes. While the FMF’s code of ethics has long prohibited gender-based discrimination, this is the first time a player has been formally fined for sexist social media comments. Previous incidents, including those involving club owners and media personalities, went unpunished. The decision marks a turning point—though whether it’s a true policy shift or a one-off response to public pressure remains to be seen.
What impact could this have on youth soccer in Mexico?
If coaches and federations use this moment to start conversations about respect and gender equality in youth academies, it could reshape the next generation’s attitudes. But without structured programs, it’s just noise. The real test is whether the FMF partners with schools and clubs to integrate gender sensitivity into coaching certifications. Otherwise, this fine becomes just another headline—and the same attitudes persist in the next Chicharito.