Overview
- ITV ran a segment during the England v Croatia World Cup broadcast that showed Emma Hayes giving tactical analysis from a kitchen-like set while male pundits sat together at a central desk.
- Viewers, national newspapers and broadcasters called the presentation inappropriate and sexist, and social media amplified the reaction with memes and AI-altered images.
- Emma Hayes is a highly credentialed coach who managed Chelsea Women and became head coach of the U.S. women's national team in 2024, which commentators used to underline the mismatch between her status and the kitchen staging.
- In response to the criticism, ITV placed Hayes at the main studio desk for the subsequent Canada v Qatar broadcast, but the broadcaster has not issued a formal public explanation or apology for the original segment.
- The episode has renewed scrutiny of how sports broadcasts present female experts and could prompt callers and producers to rethink set design and on-air positioning for analysts going forward.