The victory of the Spanish national women’s football team at the 2023 FIFA World Cup was marred by the mass-mediated non-consensual kiss on midfielder, Jennifer Hermoso, by Luis Rubiales, then President of the Royal Spanish Football National Federation. The kiss sparked general outrage worldwide and led to the prosecution of Rubiales for sexual assault and coercion. Drawing on the concepts of “moral shock” and “social drama,” this article explores how this widely disseminated episode of “subjective violence” resulted in a shock capable of mobilising and politicising different agents. It does so through qualitative analysis of official statements and vernacular online discussions. The article makes the case that the unfolding of this social drama enabled more subtle (objective) violence, long endured by female athletes, to be brought into public discourse debate. In so doing, it boosted demands for social change. But such demands were also contested, in that the structured social drama resulted in an online “reactionary moral shock” characterised by anti-feminist and misogynistic discourses. Significantly, our analysis of these discourses reveals a shift in male victimisation narratives and strategies to disempower women and maintain sexual inequality. These include the denial of gender-based violence and the banalisation of sexual abuse.