Mexican Fútbol Federation Issues Fine to Chicharito for Disturbing Comments About Women

Chicharito, One of Mexico’s Most Influential Fútbol Players, Says Women Are Failing by Rejecting Traditional Roles

Javier ‘Chicharito’ Hernández built his legacy in fútbol through instinct and timing. Inside the box, he anticipated everything. It’s always been about the run, the touch, and the finish. On the other hand, on social media, his recent instincts failed him.

In a series of TikTok videos, the Mexican athlete shared what he described as motivational reflections. The language, however, sounded pulled from another era. He claimed women were “failing,” said they “need to learn to receive and honor masculinity,” and insisted that femininity now rejects men’s role in society. One video added, “You want a man to provide, but for you, cleaning is patriarchy.”

The posts traveled fast and did not go unanswered.

@chicha14_

♬ original sound – Javier “Chicharito” Hernández

Federation Responds With Formal Sanctions

According to ESPN Deportes, the Gender and Diversity Commission of the Mexican Fútbol Federation imposed a financial penalty on Hernández and issued a warning.

The Federation called his content “media violence” and said it went against the values of gender equality in sports. The Commission confirmed that further violations could lead to stronger penalties. It was a signal that this is no longer a cultural sideline issue. Misogyny is no longer brushed off as locker room talk.

Chicharito Is Getting Responses From Important Figures

Mexico’s President Claudia Sheinbaum addressed the incident directly. She described Hernández as a talented athlete but added that his views on women show he has much to learn. Speaking from her position as both the Commander of the Armed Forces and a grandmother, she said plainly: women can be anything they choose. Her words reframed the entire conversation with quiet authority.

Aside from Mexico’s president, Hernández’s club, Chivas, issued a public message affirming its support for equity and inclusion. The team avoided naming him, but the language was clear. The organization rejected all conduct and speech that reinforced stereotypes and limited the dignity of individuals. Internal actions, the statement suggested, were under consideration.

Accountability in Public Life

The current moment does not allow for passive ignorance. Public figures in Mexico are being watched, and audiences have sharpened their expectations. Apologies no longer carry value unless paired with learning. Silence is no longer the safe option. Progress, hard-won by generations before, requires protection from the very people who benefit from it most.

Hernández finds himself in a space where goals and sponsorships cannot excuse regression. The game has changed. The culture has moved forward. Now, it waits to see if he can do the same.

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