Emma Hayes, head coach of the US women’s national team and current analyst for ITV during the 2026 World Cup, has addressed the controversy surrounding the broadcaster’s studio setup. The former Chelsea manager was brought in for her expertise, but the design of the studio has been the subject of social media scrutiny.
According to reports from SportBible, viewers became more focused on the unusual decor, likening it to a “regular home kitchen,” rather than Hayes’ tactical insights. The backlash began on June 17 during the England vs Croatia match, where fans observed her analysis taking place in front of a brick wall and on an outdated chalkboard, which led to sexist jokes online suggesting she had been “put in the kitchen to play tic-tac-toe.”
In response to the criticism, ITV management made prompt adjustments to the studio setup. By the broadcast of the Brazil vs Haiti match on June 20, the chalkboard was replaced with professional magnetic markers, giving her tactical analysis a more refined appearance.
Hayes also responded to the backlash during her next analysis of Brazil’s game, humorously calling out viewers who were distracted. “Let’s focus specifically on the first half. I know for some viewers at home, that’s a real challenge. But I still urge you to try to pay attention to what’s actually happening in the game itself. I’m sure you’ll notice these tactical shifts, so keep your eyes peeled,” she remarked on live TV.