The Spanish soccer federation chief apologised on Monday after an unsolicited kiss on player Jenni Hermoso's lips during celebrations of the country's Women's World Cup victory sparked outrage, with Spain's second deputy prime minister calling for his resignation.

The incident happened as federation president Luis Rubiales handed the Spanish team gold medals after they beat England 1-0 in the final on Sunday.

"Surely I was wrong, I have to admit," Rubiales said in a video statement sent by the federation. "It was without bad faith at a time of maximum effusiveness."

As the team landed in Madrid on Monday night after their victory in Australia, Rubiales declined to reply to a question about the incident, telling Reuters: "It is time to enjoy and celebrate. We have won a world cup".

After the kiss, Hermoso told teammates in the locker room that she "didn't like it," according to video footage posted on Instagram and YouTube by El Mundo newspaper and other media outlets.

She later downplayed the incident in a statement sent to Spanish news agency EFE by the federation.

"It was a mutual gesture that was totally spontaneous prompted by the huge joy of winning a World Cup," the statement said. "The 'presi' and I have a great relationship, his behaviour with all of us has always been 10 [out of 10] and this was a natural gesture of affection and gratitude."