FMF Sanctions Chicharito for Sexist Remarks: Chivas and PUMA Disassociate Themselves

⚠️ Controversy Erupts: FMF Launches Sanction Against Chicharito

Mexico City – July 23, 2025. The Mexican Football Federation (FMF) has formally sanctioned Javier “Chicharito” Hernández following controversial remarks made on TikTok, which were deemed sexist and in violation of gender equality principles in sport.

According to an official statement from FMF, the comments were interpreted as "media violence that promotes sexist stereotypes" and "goes against the values of equality in sport." As a result, Chicharito will face an economic fine and a formal warning, with the possibility of stricter measures should he repeat such behavior.

“FMF's Gender and Diversity Commission has initiated an investigation aimed at sanctioning these types of behaviors. A fine and official warning have been imposed, with further actions pending in case of recurrence.”
— FMF Official Statement

🔴 Chivas Condemns the Comments

Shortly after the FMF's announcement, Chivas de Guadalajara—Chicharito’s current club—released a statement affirming their commitment to gender equality and distancing themselves from the striker’s words.

“The recent social media posts reflect an individual opinion that does not represent the principles and values of our institution. The club has taken appropriate action in accordance with internal policies,” stated Chivas.

The club emphasized its social responsibility and reiterated its stance against any conduct that reinforces gender stereotypes or undermines personal freedom and respect.

👟 PUMA Takes a Stand

PUMA México, one of Chicharito’s major sponsors, also released a strong statement reaffirming its commitment to equality, respect, and inclusion in sports.

“The recent statements shared on social media reflect personal views and remain independent from our brand's values. At PUMA, we champion sport for all and reaffirm our support for gender equity and the movements that fight for equal rights in society,”
— PUMA México Official Statement

The brand assured the public that it will continue working with athletes and communities who promote safe and inclusive environments both in sports and society.

🎯 The Bigger Picture

This incident not only places Chicharito’s reputation and commercial partnerships at risk but also highlights the ongoing cultural shift in professional sports where public accountability is non-negotiable.

With growing awareness and institutional efforts to combat discrimination, this case could serve as a catalyst for stronger enforcement of gender equality principles in Latin American football.