Hayes addresses set criticism
Emma Hayes Addresses ITV Set Criticism, Explains Brazil's World Cup Tactics to Viewers
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US women's national team manager Emma Hayes fired back at her critics during ITV's coverage of Brazil vs. Haiti at the 2026 FIFA World Cup, telling viewers to "pay attention" to her tactical analysis rather than the studio set she was working from. The Mirror reported that Hayes delivered the pointed message during a hydration break segment, as ITV quietly made changes to the setup that had sparked a days-long debate about gender and broadcasting.
ITV had already moved to tighten the camera angle and swap Hayes' physical chalkboard for a magnetic tactics board by the time the Brazil match kicked off at 1:30 AM BST on June 20, according to Reading Chronicle. Brazil won the match 3-0, but much of the conversation surrounded the set rather than the scoreline.
How a Chalkboard Became the Story of the Tournament
ITV introduced its "Hydration Break" tactical segment during England's 4-2 opening win over Croatia on June 17. FIFA mandated the breaks due to intense North American summer heat. ITV chose to air live tactical breakdowns during those windows, with Hayes as the lead analyst. She stood in front of a physical chalkboard inside an apartment-style studio in Brooklyn, designed with brick walls and wooden cabinetry, according to The Independent.
Within 24 hours, the set went viral for the wrong reasons. TV presenter Dan Walker posted on Instagram praising Hayes as "insightful" but questioning why she was made to look like she was "writing specials" on a bistro chalkboard, The Mail reported. Memes spread quickly on X and Instagram, with many users mocking the "noughts and crosses" look of the board.
Critics Call the Kitchen Set an Act of Unwitting Sexism
The backlash quickly moved beyond aesthetics. Katie Bailiff, CEO of Women in Film & TV, called the set an "ill-conceived, damaging creative decision" that undermined Hayes' standing as an elite coach, according to The Week. Peterborough Women's striker Tara Mae Kirk called it "shameful" and asked whether male pundits like Gary Neville would ever be placed in a kitchen-style set, The Mirror reported.
The Independent noted that while Hayes' analysis was "detailed and interesting," the backdrop turned her segments into "pure, uncut meme fodder." Critics pointed out that male pundits typically sit at high-tech digital touchscreens in futuristic studio environments. The "kitchen" look, they argued, gave misogynist trolls easy ammunition to make "get back in the kitchen" jokes, regardless of Hayes' tactical quality.
ITV Changes the Set, Hayes Changes the Subject
By the Brazil vs. Haiti broadcast, ITV had made its move. The camera pulled in tighter, hiding the wooden cabinetry. The chalkboard was gone, replaced by a magnetic tactics board. ITV did not issue a public statement about the changes, but the shift was immediate and obvious, Reading Chronicle noted. Hayes used the moment to explain how Brazil was creating space for Real Madrid winger Vinicius Junior in the second half.
Hayes told viewers: "I know focusing is a challenge for some of us at home, but I'm going to encourage us to look at some of the things that are going on in the game... Pay attention," according to LADbible. Her message was clear: the set was a distraction from real coaching insight. She has won 15 major trophies and seven WSL titles at Chelsea, facts her supporters cited repeatedly during the row.
Defenders Say the Chalkboard Was the Whole Point
Not everyone agreed the set was a problem. Football365 defended the segment, calling it a "triumph of the tournament." The outlet argued the lo-fi chalkboard forced viewers to focus on the pure mechanics of the game, free from "empty, lazy clichés." It described the shift to a magnetic board as a capitulation to "online noise" rather than a genuine improvement.
FourFourTwo noted that Hayes' ability to break down complex movements — such as Bruno Guimarães drawing in defenders to open space for Vinicius Junior — cemented her reputation as a "coach's coach." The controversy has, ironically, boosted viewership for the hydration break segments, turning them into some of the most-watched moments of ITV's World Cup coverage.
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