The Spanish Football Federation President, Luis Rubiales, has been thrust into the spotlight after his kiss with female footballer Jenni Hermoso in celebration of Spain's World Cup victory.
However, Rubiales' mother has taken drastic measures to protest the criticism directed at her son, launching an indefinite hunger strike in a church in Southern Spain.
The unusual and dramatic protest highlights the extent to which this incident has captured the public's attention and sparked controversy.
So, Rubiales' mother is declaring that her son is being unjustly targeted by the press, describing the scrutiny he's facing as "inhumane and bloody".
The Spanish Football Federation, meanwhile, is under immense pressure to respond to the kiss, which Hermoso has publicly stated she didn't appreciate.
The situation has become so explosive that FIFA has even suspended Rubiales pending a formal investigation by the Spanish FA.