Unequal, by Tim Shea

Spain has long sought to move away from being a macho society. This machismo, like its cousin racism, can manifest itself in various ways and emphasizes traditional masculine roles and behaviors often linked to dominance and control

However, this influence has shifted considerably, both socially and legally, particularly in recent years. 

Events such as the case involving the Spanish judicial system and the public actions of Luis Rubiales and Jenni Hermoso exemplify this shift. 

In August 2023, following Spain’s Women’s World Cup triumph, Rubiales, then president of the Spanish Football Federation (RFEF), faced intense backlash for kissing player Jenni Hermoso without her consent during the medal ceremony. Hermoso expressed that the kiss left her feeling vulnerable and victimized. 

The incident triggered a wave of global condemnation, resulting in Rubiales’ suspension by FIFA and his subsequent resignation. This controversy also sparked important conversations about sexism and misconduct in sports. 

In February 2025, Rubiales was convicted of sexual assault and fined over €10,000. He was ordered to maintain a distance of at least 200 meters from Hermoso and banned from contacting her for a year. Prosecutors are now calling for a retrial, arguing that vital evidence and questions were overlooked in the initial proceedings, undermining the fairness of the trial. They also believe the sentences imposed were too lenient and are advocating for a one-year prison sentence for Rubiales. The case continues. 

Spain: Historical Background  

Cultural Foundations: The concept of machismo in Spain has been shaped by patriarchal norms, Catholic influences, and the legacy of Franco and an authoritarian government. This era saw a reinforcement of conventional gender roles, with women relegated primarily to domestic life and men assuming the roles of providers and authority figures. Furthermore, media and literary representation frequently reflect and sustain machismo, often portraying the archetypal “macho” man alongside the submissive woman. This inequality has had its effects throughout Spain’s history and can be related to the differences reflected in comparisons between men’s and women’s sports, and in our case, basketball. 

In 2019, the Spanish men’s basketball team was ranked #1 in the FIBA world rankings for the first time in history. (This happened after Spain won the FIBA Basketball World Cup.) Their victory, combined with the disappointing performance of the U.S. (which finished seventh), allowed Spain to take the top spot in the FIBA rankings.) Spain remained in the #1 spot until December 2022, when the U.S. reclaimed the top spot. 

In 2005, the Spanish women’s basketball team was ranked #7 in the FIBA Women’s World Rankings. 

In 2025, the Spanish women’s national team was ranked # 5 in the FIBA Women’s World Rankings. 

This leads me to the next question: How does the concept of machismo affect women’s sports, particularly basketball? 

Men’s professional basketball in Spain enjoys considerably more recognition, funding, and media attention than women’s basketball. This gap is influenced by a combination of historical, social, and economic elements. Let’s take a closer look at this issue: 

1. Historical and Cultural Bias

The established popularity of men’s sports: Men’s basketball has a long-standing presence in Spain, with iconic clubs like Real Madrid and FC Barcelona that have a rich tradition in the game. 

Cultural norms: Traditionally, sports have been viewed as male-centric, which has allowed men’s sports to develop stronger fan bases, infrastructure, and competitive leagues from the outset. 

2. Media and Marketing

Unequal coverage: Men’s basketball, particularly leagues like the ACB (Liga Endesa) and events like the Euroleague, receives significantly more media attention and sponsorship compared to women’s leagues like the Liga Femenina Endesa. 

 Visibility gap: The limited media representation of women’s basketball restricts its visibility and public interest, creating a cycle in which low exposure results in lower investment. 

3. Economic and Sponsorship Factors

Revenue generation: Men’s leagues, supported by larger audiences and lucrative broadcast deals, generate much higher revenues, attracting more sponsors and widening the disparity. 

 Investment disparity: Teams and leagues tend to focus their investments where they expect the greatest returns, which has historically favored men’s basketball. 

4. Institutional Support

Resource Allocation: Men’s basketball typically receives a larger share of resources from federations, clubs, and governing bodies, impacting the growth of women’s basketball. 

 Talent Development: Although Spain has produced exceptional female basketball players, development programs for women often receive less funding and attention compared to those for men. 

5. Engage Fans

Viewership Variations: Men’s basketball games typically attract larger audiences, both in person and on television. This pattern reinforces the belief that men’s basketball is the main attraction. 

Efforts to Close the Gap 

Despite these obstacles, women’s basketball in Spain is on the rise: 

• The women’s national team has achieved remarkable success, winning European championships and Olympic medals. • Efforts are underway to improve women’s leagues through better broadcast deals, social media initiatives, and community programs aimed at encouraging young women to participate in sports. Addressing these inequalities will require fundamental changes, such as fair funding, increased media attention, and a cultural shift toward valuing women’s sports.

In my humble opinion, if women were given the same level of resources that have been invested in the men’s program over the past twenty years, I dare say their achievements would equal those of the men’s program. 

In other words, they could be challenging the U.S. for the number one spot in the FIBA rankings. 

Perhaps it’s time to not only provide all the necessary funding to put them at the top, but also to make amends for all the years of disproportionate funding. 

Fair is fair, right? 

Seeing the glass half full is something that comes to mind in the eyes of an optimist, but the cold reality is different, as the progress we’ve seen, both in society and in sports, has been relatively slow. 

The most we can say is that it has, at least, been steady.  Hopefully, it will continue.