Emma Hayes 'trolls' critics after ITV World Cup coverage hit with ‘sexism’ storm

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Evening Standard

·20 June 2026

Emma Hayes 'trolls' critics after ITV World Cup coverage hit with ‘sexism’ storm

Highly respected head coach’s ITV segment has been compared to a kitchen set

Emma Hayes has appeared to respond to criticism surrounding her “kitchen” set analysis during ITV’s World Cup coverage.

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Hayes, one of the most highly decorated coaches in the game and now in charge of USA’s women’s team, is part of ITV’s pundit team for the summer tournament, with the broadcaster putting his tactical nous to use with analysis segments during the game’s hydration breaks.

The former Chelsea head coach has drawn plenty of praise for her insight, which was first introduced during Spain’s opening match of the tournament. Hayes was then on show during England’s victory over Croatia on Wednesday. Hayes has also taken the more traditional pundit role, placed on a sofa during coverage of Canada‘s clash with Qatar.

In the segments, which are filmed away the presenter and pundit team on the broadcaster’s New York-based rooftop set, Hayes first used chalk on a chalkboard as an aid to present her analysis.

The more confined space, which features wooden cupboards and doors, saw some on social media dismiss Hayes’ comments with sexist remarks. Others praised the content but still compared the set to a kitchen, and accused ITV of undermining or diminishing one of football’s most respected coaches.

ITV has not publicly addressed the criticism.

Hayes has appeared to address the debate when she returned to the segment during Brazil’s 3-0 win over Haiti in the early hours of Saturday morning.

Discussing Matheus Cunha opening goal, Hayes looked straight into the camera, she said: “Well, let’s focus on the first half. I know that’s a challenge for some of us at home. But I’m going to encourage us to look at some of the things going on in the game.”

After a few minutes highlighting the movement and rotation within Brazil’s attack, Hayes signed off with: “I’m sure you will see that when you watch the first half, so pay attention.”

Emma Hayes spoke directly at the camera

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Hayes’ remarks did not do unnoticed on social media.

One response said: “Nah ITV & Emma Hayes are actually trolling at this point. So petty but I’m here for it.”

Another added: “Well played ITV, they've seen the comments recently ... Great analysis as always in such a condensed space, clearly explaining what Brazil are doing and the reasoning behind it.”