ITV has found itself under fire after viewers accused the broadcaster of sexism over the way it presented Emma Hayes during England’s World Cup opener — with some claiming the setup made it look like one of football’s sharpest minds was delivering tactical analysis from a kitchen.
England kicked off their World Cup campaign in style with a thrilling 4-2 win over Croatia in Dallas, Texas, as Harry Kane bagged a brace while Jude Bellingham and Marcus Rashford also got on the scoresheet.
But while Thomas Tuchel’s side got the result they wanted, a large chunk of the conversation back home quickly shifted away from the football and onto ITV’s coverage.
Specifically, Emma Hayes.
The USA Women’s National Team manager is one of only two women on ITV’s 11-person punditry team for the tournament, alongside Karen Carney. And despite Hayes being widely regarded as one of the most accomplished football coaches in the world — having won a record 15 trophies during her time at Chelsea — viewers were left baffled by the set she was given for her in-game tactical breakdowns.
During the mandatory hydration breaks in each half, ITV cut away from the stadium to Hayes in their New York studio, where she was tasked with breaking down the game using a small chalkboard and stick of chalk.
It didn’t take long for social media to react.
And many weren’t impressed.
“I’m not sure ITV are massively advancing the idea of women’s equality in football by having Emma Hayes give her analysis from a set which looks like she’s stuck in a kitchen?” one viewer posted on X.
Another wrote: “Great analysis from Emma Hayes but why is she in a kitchen with a blackboard? Pure misogyny.”
Others questioned whether the same would ever happen to some of the broadcaster’s male analysts.
“ITV got this badly wrong,” another fan wrote.
“Emma Hayes is one of the most accomplished football coaches in the world.
Yet was analysing a World Cup match from a set that looked more like a kitchen than a football studio. Would Guardiola or Mourinho have been presented in the same way? I think not.”
That frustration became a recurring theme online.
One post read: “I think Emma Hayes is very good at explaining the tactics during the hydration breaks but why the f**k have they put her in a kitchen-like set up?”
Another added: “Why the hell have they got Emma Hayes doing her analysis from a kitchen! It’s outrageous.
“It just needs a kettle and toaster in the background.
“Does nothing for the place of women in the game. Hayes is superb. Pioneer. Totally demeaning.”
The setup even triggered a wave of memes, with some users editing kitchen appliances into the background and replacing her tactical notes with shopping lists.
But while the studio design took heavy criticism, Hayes herself was almost universally praised.
BBC presenter Dan Walker weighed in on the debate, writing: “I really like Emma Hayes and I think she’s an insightful pundit.
“I’m not sure why they have decided to make it look like she’s writing the specials on a bistro chalkboard!
“I really want to know what’s in those cupboards. Come on England.”
Another viewer echoed that point, saying: “I really like Emma Hayes.
“I have no idea why ITV have stuck her in James Martin’s kitchen with a chalkboard as if she’s about to write up today’s specials.”
Others argued ITV had missed an obvious opportunity by not giving her the same kind of touchscreen analysis boards regularly used by male pundits.
“Her analysis is great, but they could’ve given her an interactive touch screen TV!” one fan wrote.
And according to reports, even insiders at ITV were left uncomfortable by the optics.
One TV source described the setup as “hugely embarrassing” and questioned whether the same presentation would ever have been used for someone like Gary Neville.
Despite the controversy, Hayes’ tactical insight has been one of the standout parts of ITV’s coverage so far.
Many fans felt her breakdown of England’s performance was stronger than anything else offered during the broadcast.
“Emma Hayes is an excellent pundit,” one viewer wrote. “She’s intelligent and incredibly knowledgeable. I enjoy listening to her tactical analysis. Keep up the good work Emma.”
Another added: “Emma Hayes was more insightful than any of the male pundits for the England game. Put some respect on Emma Hayes’ name, her understanding of football is excellent.”
So while ITV may be facing heat over the set design, one thing seems beyond dispute — Hayes’ football brain remains one of the sharpest in the game.
It’s just that next time, fans might prefer she’s given a studio that actually looks like one.
Featured image credit: X/ITV (Screenshots)
