ITV caught in sexism row over ‘woeful’ World Cup set for trailblazing manager Emma Hayes

Football viewers and media personalities such as Dan Walker have been left baffled at World Cup pundit Emma Hayes’ ITV kitchen-style set.

The 49-year-old career veteran, who’s the head coach of the US Women’s national team, is a natural pick to help lead the broadcaster’s coverage of the FIFA World Cup.

Just last night, England celebrated their victory against Croatia in their first match of the global tournament, winning 4-2 in a stunning display.

Hayes was on hand to offer her analysis during ITV’s coverage, with the OBE recipient having built a decorated football coaching career, including a transformative 12-year tenure as Chelsea women’s coach that secured the team 16 major trophies.

Her team dominated in the Women’s FA Cup and WSL, and for the past two years she has stepped up as head coach of the United States women’s team – widely respected by her colleagues and players whom she has coached, past and present.

While appearing in a new segment during game hydration breaks, she’s received widespread praise for her insightful commentary. However, some people are starting to call out the strange-looking set she’s been given, claiming that she wouldn’t receive the same treatment if she were a man. 

With a chalkboard, surfaces, and wooden drawers, its aesthetic is that of a bare-bones kitchen plucked straight from someone’s home mixed with a Victorian classroom, leaving viewers feeling unsettled.

‘I really like Emma Hayes and I think she’s an insightful pundit. I’m not sure why they have decided to make it look like she’s writing the specials on a bistro chalkboard! I really want to know what’s in those cupboards,’ Walker pointed out.

Others were less diplomatic.

‘Why in the highkey misogyny is the only female pundit on ITV football broadcasting from a KITCHEN’ Kam Sandhu shared.

‘Emma Hayes is class. However, the fact that she has to explain things with chalk and a blackboard is crap,’ Jacob Horsfall wrote on X.

‘They must change the presentation of Emma Hayes. Her analysis is superb. Sticking her in a kitchen with a chalkboard is setting women’s football back a decade,’ Steve shared.

‘This is woeful from ITV. Emma Hayes is brilliant, articulate and insightful, yet she’s made to provide micro analysis from some weird kitchen set-up with a chalkboard that isn’t even rectangular. It makes her look amateurish when she’s anything but. Imagine Neville doing that!!’ Matt Abbott reflected.

‘I’m not sure ITV are massively advancing the idea of women’s equality in football by having Emma Hayes give her analysis from a set which looks like she’s stuck in a kitchen?’ Cristo agreed.

Some have pointed out that, in their opinion, associating Hayes’ analysis set with a kitchen could demonstrate ‘our own prejudices and bigotry’. Certainly, it seems to have left an open goal for misogyny.

‘I think sometimes we just get too upset about nothing. ITV have given Emma a great slot and she’s nailed it. They’re using the set they have. If you immediately look at that set up and think: WOMAN KITCHEN, then that isn’t on ITV,’ Annie Eaves pointed out.

She continued: ‘Do you seriously think ITV have thought they’ll put Emma there because it looks like an outdoor kitchen? I think sometimes our own prejudices and bigotry are foisted on to absolutely innocent decisions.’

‘This Emma Hayes discourse is so boring, how in 2026 some of you find misogynistic memes about women being in the kitchen is funny,’ Rebekka reflected.

‘Emma Hayes is a fantastic pundit, giving great tactical insight at this World Cup, unlike certain other broadcasters. Also, it’s a blackboard that coaches back in the day would use, not a freaking kitchen table,’ Natural echoed.

Metro has reached out to ITV and Emma Haye’s representatives for comment.