ITV has come under criticism after viewers questioned the setup used for football expert Emma Hayes during its FIFA World Cup coverage. Hayes, one of the most respected coaches in world football, was asked to deliver tactical analysis using a small chalkboard on a set that many viewers felt resembled a kitchen. The unusual presentation quickly became a talking point on social media. Fans argued that the setup did not reflect Hayes’ achievements or expertise in the game.
Comparison with Male Pundits
The criticism grew as many compared Hayes’ setup to the advanced touchscreen technology regularly used by male pundits during football broadcasts. Supporters felt the contrast sent the wrong message about women’s roles in football analysis. While Hayes continued to impress audiences with her detailed breakdowns of matches, many viewers believed ITV had failed to provide a professional environment worthy of one of football’s leading tactical minds.
Fan Reactions
The controversy erupted after Hayes appeared on ITV’s coverage of England’s opening World Cup match against Croatia. Instead of using modern digital tools often seen on football broadcasts, she analyzed tactics using chalk and a small blackboard. A fan reacted on social media and wrote, “ITV only have themselves to blame for this one. Maybe putting her in a mock up kitchen was not the smartest ideal,” while another commented, “That's just ridiculous!”
A fan commented, “We're laughing at the fact she's in a kitchen! Nothing to do with her being a woman.” Another wrote, “Incredible pundit. Upsetting a lot of jealous folk on this toxic platform.” A user wrote, “Maybe it’s just me, but it didn’t come across as particularly professional and felt completely out of place.”
Social Media Memes
The debate intensified as social media users shared edited images and memes of the studio. Some replaced Hayes’ tactical notes with shopping lists, while others added kitchen items to the background. Critics said the jokes highlighted how inappropriate the setup appeared during a major football tournament.
Insider and Expert Opinions
A television insider reportedly described the situation as uncomfortable for the broadcaster. According to the source, it was hard to imagine a high-profile male pundit being given a similar workspace for tactical analysis. Former BBC presenter Dan Walker also commented on the issue. He praised Hayes for her football knowledge and analytical skills but questioned why the broadcaster had chosen a setup that looked more suited to a café than a World Cup studio.
Despite the criticism surrounding the studio design, Hayes continued to earn praise for her football insight.
