Emma Hayes speaks out about ‘sexism’ claims as ITV updates World Cup studio setup
Emma Hayes has finally spoken out after ITV’s World Cup studio got some funny comparisons, with people saying it looked like a “kitchen.”
Even though she’s the USWNT head coach, Hayes is currently working as a pundit for ITV at the 2026 FIFA World Cup. The former Chelsea manager has been sharing her tactical insights from a part of the studio that uses a small blackboard and chalk instead of the digital screens most broadcasters use.
During England’s 4-2 win over Croatia on June 17, some fans noticed the studio had a brown chest of drawers and a blackboard pinned to a brick wall, which made it look kind of like a kitchen.
Sadly, some social media users made rude and sexist comments about the setup, which led ITV to make a small change before their coverage of Brazil’s 3-0 win against Haiti on June 20. They switched the chalk for magnets, and fans quickly noticed the difference.
One fan said, “Emma Hayes’ tactics setup has improved. ITV must have seen the feedback. No more noughts and crosses; the magnets make it look so much better. Great analysis too—she quickly broke down Brazil’s strategy.”
Another wrote, “Upgrading Emma Hayes to magnets from chalk is the least ITV could do. Now, move her out of that kitchen-looking studio so people actually listen. She’s a fantastic tactician.”
A third added, “Finally gave Emma Hayes magnets for the tactics board. No more noughts and crosses.”
Hayes seemed to respond to the fuss during her analysis of Brazil’s win. After saying, “Let’s focus on the first half in particular,” she jokingly added, “I know that’s a challenge for some of us at home. But I’m going to encourage us to look at what’s going on in the game.” Then, after explaining Brazil’s attacking player rotations, she said, “I’m sure you’ll see that when you watch the first half, so pay attention.”
Hayes is one of the most successful female coaches, having led Chelsea to seven Women’s Super League titles, including five in a row from 2020 to 2024.
So far, ITV hasn’t publicly responded to the criticism.