ITV has found itself at the centre of a sexism row after viewers blasted the broadcaster for placing football expert Emma Hayes in what many described as a “kitchen-like” studio area while she delivered her tactical breakdown of England’s World Cup win over Croatia.
The USA women’s head coach, widely regarded as one of the finest football minds in the game after winning a record 15 trophies with Chelsea, was seen explaining England’s tactics using a small chalkboard instead of the high-tech touchscreens typically associated with modern sports coverage.
The unusual setup quickly sparked criticism, with some viewers questioning whether male pundits such as Gary Neville would ever be asked to analyse matches in similar surroundings.
One television insider branded the presentation “hugely embarrassing” and suggested it diminished the stature of one of world football’s leading coaches.
“Can you imagine ITV putting Gary Neville on a set like that? No chance that would happen. It is hugely embarrassing,” the source said.
Social media users soon mocked the backdrop, creating AI-generated memes that transformed Hayes’ tactical board into a shopping list while adding sinks, washing-up piles, tea towels and even ironing boards to the scene. Another image jokingly depicted her making tea for colleagues against the backdrop of Manhattan.
One critic fumed: “How lame are ITV that they put Emma Hayes in a kitchen setting to give her tactical analysis. Sexism rules.”
Despite the controversy, Hayes has received widespread acclaim throughout the tournament, with many supporters hailing her as one of the standout pundits of the World Cup and praising the sharpness of her analysis.
Former BBC football presenter Dan Walker also questioned the decision, 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.”
Another viewer commented: “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?”
A further critic added: “This is woeful from ITV. Emma Hayes is brilliant, articulate and insightful, yet she’s made to provide micro analysis from some weird kitchen set-up with a chalkboard that isn’t even rectangular. It makes her look amateurish when she’s anything but. Imagine Neville doing that!!”
The criticism came during England’s thrilling 4-2 victory over Croatia in Dallas, where Harry Kane struck twice and Jude Bellingham and Marcus Rashford also found the net.
After the match, England supporters celebrated wildly, singing Football’s Coming Home and Oasis classic Wonderwall.
Players later joined their partners in the stands, with Harry Kane, Jude Bellingham and Jordan Pickford all sharing emotional embraces and kisses with their loved ones following the opening victory.
Among the travelling supporters was John Irvin, 67, from Buckinghamshire, who is cycling across America and attending all of England’s group matches.
“We won, good game, but we do make it hard for ourselves,” he said.
“But second half we were unstoppable. Now it’s back on the bike and on to the next one.”
Mr Irvin, who has reportedly spent £25,000 on the trip, added: “I’ve left the wife at home, closed my catering business and going to all the England group ones and, if we make the final, that one as well.”
Fans leaving Dallas Stadium were full of optimism, with many believing Thomas Tuchel’s side have what it takes to go all the way and lift the World Cup.
