Words Have Weight: The Public Relations Breakdown Behind Chicharito’s Viral Moment

By Andrea Gomez – Bilingual PR & Media Strategist | Award-Winning Journalist | Founder, Andrea Gomez Communications | Expert in Hispanic Market, Community Engagement & Strategic Storytelling

When Reputation Backfires: What the Chicharito Case Reveals About Public Image, Power, and Responsibility

There was a time when a public figure’s misstep stayed between press columns and backroom discussions. Today, a single sentence spoken on a casual livestream can escalate into a national controversy.

And that’s exactly what happened to Javier “Chicharito” Hernández, Mexico’s most internationally recognized footballer, whose name is synonymous with charisma, energy, and national pride.

But this time, charisma wasn’t enough.

What happened?

Just days ago, during a casual livestream on social media, when asked by a fan if there were women involved in his training team, Chicharito responded mockingly: “No, imagine! What if they fall in love?” followed by laughter.

That one sentence sparked immediate backlash not just from the public, but also from institutions.

The response:

• The Mexican Football Federation (FMF) fined Chicharito, citing a violation of its Code of Ethics, which includes prohibitions against discriminatory or sexist speech.
• Claudia Sheinbaum, Mexico’s first female president, addressed the situation directly.

The broader context: A new world, with new protagonists

Chicharito’s remarks came in a global and local context where women are no longer asking for a seat at the table they are leading the room.

• Mexico now has a woman as its head of state.
• Women’s soccer is thriving, both in Mexico and around the world.
• Women are dominating in business, science, politics, and media fields once considered exclusively male.
• In sports, we are watching female athletes breaking records.
• And in a digital world where consequences go viral in seconds, that one line hits harder than ever.

From a public relations and marketing lens, this is what went wrong:

• Failure to adapt to cultural evolution.
• No clear crisis playbook.
• Silence or minimization after a public misstep sends a message.
• Loss of narrative control.

Chicharito’s greatest brand strength has always been his likeability and approachability. This incident chipped away at that, and if not handled well, it will stick.

What should Chicharito do now?

He has a choice:

1. Let the controversy fade and pretend it didn’t matter.
   (Risky. Silence can be read as arrogance.)
2. Own the mistake and evolve his narrative.

This means:

• A sincere, unforced public apology.
• Active engagement in gender equity campaigns in sports.
• Reframing himself as a more conscious leader not just a charismatic veteran.

Public figures are no longer just athletes or entertainers. They are brands, role models, and leaders owhether they’re ready or not.

To view Reuter’s article, CLICK HERE.