In a stunning reversal, the president of Spain's soccer federation has vowed not to resign his post, despite pressure from government officials to step down and an ongoing disciplinary hearing from soccer's governing body.

Luis Rubiales was expected to step down Friday, but in a speech before the federation's General Assembly he instead took a defiant tone, vowing, "I will not resign!" He repeated the phrase several times for emphasis as the audience − including coach Jorge Vilda, who led Spain to the Women's World Cup title − applauded his remarks.

Rubiales was roundly criticized for giving Spanish star Jennifer Hermoso an unsolicited kiss on the lips after she helped Spain to a 1-0 victory over England in the World Cup final.

Player speak out:Spain's national team refuses to play until 'leaders resign,' Jenni Hermoso refutes claims

As backlash continued to mount – including from Hermoso herself – Rubiales issued a formal video apology for what he called a "mistake."

However, Spain's acting Prime Minister, Pedro Sánchez, called Rubiales' apology "insufficient and inadequate." 

Reports a day earlier said Rubiales planned to step down. Instead, he doubled down on his assertion that the kiss was "free, mutual and consensual."

“It was a spontaneous kiss … It was spontaneous, mutual, euphoric and with consent, which is the key," Rubiales said. "This is the key to all of the criticism, of all of the campaign which has been mounted in this country: that it was without consent. No. It was with consent.”

He also said he would “fight to the end” and criticized "unjust” campaigns and “fake feminism."

Hermoso refuted Rubiales' claims once again, putting out a statement later that day saying his statement was false and manipulative.

“I want to clarify that as seen in the images; I did not consent to the kiss. And of course, I did not try to lift the president," Hermoso said. "I do not tolerate my words being brought into question and for stuff to be made up.”

The entire Spain women's national team and 50 additional Spanish players backed Hermoso, releasing a statement saying they would not compete until "leaders resign."

Despite Rubiales' defiance, he did issue one apology: to the Spanish royal family for grabbing his crotch immediately following Spain's World Cup victory, while standing near Queen Letizia of Spain and 16-year-old Princess Infanta Sofía.

On Thursday, soccer's global governing body FIFA said it opened disciplinary proceedings against Rubiales for potentially violating the sport’s “basic rules of decent conduct.”

Shortly after Rubiales' defiant comments became public, Spanish men's national team member Borja Iglesias said he would give up his spot on the roster.

"I have made the decision not to return to the National Team until things change and this type of act does not go unpunished," Iglesias said in a social media post.