Emma Hayes, head coach of the US women’s national team, has addressed the controversy surrounding ITV’s studio setup during the ongoing 2026 World Cup. Currently serving as an expert analyst for the British network, Hayes found herself at the center of a social media storm regarding the peculiar decor of the broadcast studio.
According to reports from SportBible, viewers became distracted not by Hayes’ tactical insights but rather by the studio’s appearance, likened by some to a “regular home kitchen.” The backlash gained traction during the England vs Croatia match on June 17, where fans observed Hayes analyzing plays against a brick wall backdrop near a brown dresser, using an archaic chalkboard and chalk. The situation prompted a wave of inappropriate and sexist jokes online, with some suggesting that Hayes had been “put in the kitchen to play tic-tac-toe.”
In response to the backlash, ITV management quickly made adjustments to the broadcast’s visual elements. By the time of the Brazil vs Haiti match on June 20, the studio featured significant upgrades, including the replacement of chalk with professional magnetic markers, resulting in a more polished look for the tactical analysis segments.
Hayes did not shy away from the criticism and cleverly addressed her audience during her next segment covering Brazil’s game. “Let’s focus specifically on the first half. I know for some viewers at home, that’s a real challenge. But I still urge you to try to pay attention to what’s actually happening in the game itself. I’m sure you’ll notice these tactical shifts, so keep your eyes peeled,” she remarked, effectively turning the narrative back to the game.
“Let’s focus specifically on the first half. I know for some viewers at home, that’s a real challenge. But I still urge you to try to pay attention to what’s actually happening in the game itself. I’m sure you’ll notice these tactical shifts, so keep your eyes peeled,” Hayes remarked sharply on live TV.