Emma Hayes defends ITV hydration-break analysis after sexism row prompts on-air tweaks

Emma Hayes has publicly defended her role as a tactical analyst during ITV’s World Cup coverage, after a social media backlash over the segment’s presentation prompted the broadcaster to make visible changes to her on-air setup.

The United States women’s head coach was brought in to deliver tactical breakdowns during the three-minute hydration breaks built into each half of World Cup matches. Her debut segment aired during England’s 4-2 win over Croatia, but the reception was mixed. Critics argued that a kitchen-like backdrop on ITV’s Brooklyn set and a basic chalkboard were undermining Hayes’s ability to communicate her analysis effectively, with some accusing the broadcaster of inadvertently fuelling a sexism row.

By the time Brazil beat Haiti 3-0, ITV had made adjustments. Hayes was equipped with blue and white counters instead of chalk, and the camera framing was tightened to exclude the kitchen backdrop. The changes were noticed — and largely welcomed — by viewers online. One fan wrote: “ITV upgrading Emma Hayes to magnets from chalk is the least they could have done… now get her out the kitchen-looking studio so people will actually listen to what she’s saying… she’s a great tactician.”

Hayes herself addressed the criticism with characteristic directness, referencing it on air during the Brazil-Haiti broadcast. “Let’s focus on the first half in particular,” she said. “I know that’s a challenge for some of us at home.” She also pointedly noted a colour change she had made to the counters between halves: “Did you notice I changed Brazil from white to blue from the first half to the second half? I’m just checking that we’ve got our full focus on the tactical board for everyone at home.”

In a column for the Guardian, Hayes explained the thinking behind the segment. “There are already enough stoppages in games, so the last thing we want is more,” she wrote. “But, for now, it’s there. On ITV, we used it by broadcasting tactical analysis, which was an idea of one of the producers and I felt I was doing what I do every day as coach; trying to simplify complex ideas in a concise way.”

She also addressed the challenge of pitching analysis to a broad audience. “Viewers at home have a varying degree of knowledge around the game; some will be very knowledgeable, while others may only watch football when the World Cup comes around, so I enjoy trying to be mindful of that.”

During the Brazil segment, Hayes focused on how Carlo Ancelotti’s side — featuring a brace from Manchester United forward Matheus Cunha — had exploited gaps in Haiti’s defensive structure.