Spanish football chief Luis Rubiales has refused to resign on Friday after a week of heavy criticism for his unsolicited kiss on the lips of player Jenni Hermoso following Spain's Women's World Cup triumph.

"I will not resign, I will not resign, I will not resign," shouted Rubiales at an emergency meeting of the football federation.

"A consensual 'peck' is enough to get me out of here? I will fight until the end," he added.

Rumor had on Friday morning went the round that Rubiales, would step down as president of the Spanish football federation (RFEF) after government ministers and figures within sport demanded his resignation, as world football's governing body FIFA opened disciplinary proceedings against him.

He said the pressure he had received over a week from politicians and clubs was an attempt to publicly assassinate him, stressing that he would defend himself by "taking action" against them.

The RFEF chief claimed his kiss on Hermoso's lips was consensual and done in the same spirit as kissing his child.

"It was a spontaneous kiss, mutual, euphoric, and consensual," said Rubiales.

The president did apologised for grabbing his crotch during the celebrations of the 1-0 win against England in the final while standing next to Spanish Queen Letizia.

"I want to say sorry for the deeds that happened in a moment of euphoria, I grabbed that part of my body and did so looking at Jorge Vilda (the coach)," Rubiales said.