Emma Hayes takes subtle swipe at sexism row after ITV ‘kitchen’ controversy
ITV pundit Emma Hayes, manager of the US women’s team, received an upgraded set for her tactical analysis during World Cup 2026 after her initial “kitchen-esque” setup sparked a sexism row. During England’s opening 4-2 win against Croatia, viewers were distracted by ITV’s decision to place Hayes i
By Luke Baker
ITV pundit Emma Hayes, manager of the US women’s team, received an upgraded set for her tactical analysis during World Cup 2026 after her initial “kitchen-esque” setup sparked a sexism row.
During England’s opening 4-2 win against Croatia, viewers were distracted by ITV’s decision to place Hayes in a part of the set resembling a show kitchen, complete with a chalkboard on a brick column surrounded by cupboards.
The Independent criticised the initial setup as a “sexist World Cup gimmick,” arguing that Hayes, a highly respected tactician, deserved a better platform for her insights.
ITV appeared to respond to complaints by upgrading Hayes's “tactics corner” for Brazil’s victory over Haiti, providing movable magnets for her board and using a tight camera shot that focused solely on her and the board, avoiding the controversial background.
Hayes herself subtly acknowledged the controversy with wry comments during her analysis segments, encouraging viewers to focus on the tactics despite the previous distractions.