ITV upgrades Emma Hayes’ techniques nook after sexism storm over ‘kitchen’ set
ITV pundit Emma Hayes received an upgrade to the set used for her tactical analysis after the kitchen-esque design initially sparked something of a sexism row at World Cup 2026.
Hayes, who is the current US women’s team manager and whose seven Women’s Super League titles during her time at Chelsea made her one of the most highly-respected tacticians in world football, delivered tactical insights during England’s impressive opening 4-2 win over Croatia on Wednesday.
But viewers were left baffled and distracted by ITV’s decision to station her away from the main punditry in a part of the set that resembled a show kitchen, with a chalkboard affixed to a brick column, surrounded by cupboards and drawers that looked as if they should contain cutlery and crockery.
It took the focus away from her analysis of England’s performance and led The Independent’s Louis Chilton to write that Hayes deserved better than a sexist World Cup gimmick from ITV.
The broadcaster appeared to listen to complaints as Hayes was back in tactics corner for Brazil’s comfortable victory over Haiti late on Friday night but had her stick of chalk upgraded to movable magnets for insights on the blackboard and a tight camera shot that focused just on her face and the board, without zooming out to reveal the cupboards, was used throughout.
Hayes herself also gave a couple of subtle nods to the controversy during her segment of analysis.
She began the first-half segment by saying: “Let’s focus on the first half in particular” before turning around, looking directly down the camera and wryly adding “I know that’s a challenge for some of us at home. But I’m going to encourage us to look at some of the things going on in the game.”
She then analysed the movement and rotation in Brazil’s attack before concluding the piece with another dry quip, saying: “I’m sure you will see that when you watch the first half, so pay attention.”
Hayes returned during the hydration break in the second half of the match with another piece of analysis in the same place, with the same tight camera shot used, and again gently teased the viewers.
At one point, she said: “I know its late – but did you notice I changed [the magnets of] Brazil from white to blue? I’m just checking we’ve got our full attention on the tactics board for everyone at home.”
ITV have not publicly commented on the situation, although the set-up was criticised by Katie Bailiff, chief executive of charity Women in Film & TV.
She said of the initial segments during England v Croatia: “I initially thought they had cut away to another channel by mistake. Emma is a brilliant pundit who deserves the best platform. It was an ill-conceived, damaging creative decision.”
