Emma Hayes appeared to aim a slight dig at those focusing on the ITV studio setup as she returned to present her controversial tactical analysis segment. The television channel came under fire from viewers who compared her chalkboard and worktop set-up to a kitchen.
The former Chelsea women’s manager’s set-up has been branded “shameful”, with some feeling it resembles a kitchen, sparking uproar. USA women’s boss Hayes has been widely seen as one of ITV’s best pundits at the tournament, but has been thrust into the middle of a sexism storm.
During her analysis of England’s opening win over Croatia, Hayes delivered her tactical breakdown from a ‘kitchen-style’ set using a blackboard and a piece of chalk, while ITV’s male pundits gave their take from the main studio.
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Following the backlash, Hayes was not shown carrying out analysis from the controversial set during Canada’s thumping win over Qatar, but the segment returned during Brazil’s match with Haiti in the early hours on Saturday morning.
The only change was that she used magnets to demonstrate formations and movements instead of chalk. However, as she began her analysis, she appeared to aim a pointed dig at the criticism towards the set.
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She said: “Let’s focus on the first half in particular” before turning back around, staring into the camera lens, and saying: “I know that’s a challenge for some of us at home.”
She then explained how Newcastle United midfielder Bruno Guimaraes has been luring Haiti’s five-man back line out of position to create space for the likes of Matheus Cunha and Vinicius Jr.
Many on social media thought her comment was a ‘sly dig’ at those who kept talking about the look of the studio instead of focusing on what she was saying. One fan wrote: “ITV upgrading Emma Hayes to magnets from chalk is the least they could have done… now get her out the kitchen looking studio so people will actually listen to what she’s saying… she’s a great tactician.”
Hayes also carried out some punditry duties in the studio before the clash between Haiti and Brazil. It was a different situation when England beat Croatia. Her segments during the hydration breaks within her studio were her soul contributions for the Three Lions match, which featured Gary Neville, Roy Keane and Ian Wright working in the studio.
View 2 ImagesHayes’ set-up for the England vs Croatia game was widely condemned(Image: ITV)
Hayes is best known for her highly successful period managing Chelsea women, which saw her pick up seven FA Women’s Super League titles, five of which were won consecutively between 2020 and 2024.
In May 2024, she left west London to become the USA women’s national team manager, who she still manages today. In terms of punditry and analysis, she made her mark with her displays as a co-commentator for ITV during Euro 2020 and was subsequently named pundit of the year in 2021.
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