Hayes fires back at 'kitchen' studio critics with pointed on-air remark during Copa América coverage

Emma Hayes returned to ITV’s much-criticised tactical analysis segment during Brazil’s Copa América group-stage match against Haiti, and appeared to address the backlash head-on with a pointed remark aimed squarely at her detractors.

The former Chelsea Women’s manager has been one of the standout voices in ITV’s tournament coverage, delivering mid-game breakdowns during hydration breaks from a set featuring a blackboard and a worktop — a setup that drew immediate comparisons to a domestic kitchen. Critics branded the arrangement “shameful”, with many arguing it reflected a double standard given that ITV’s male pundits analysed the action from the main studio.

Hayes was absent from the segment during Canada’s win over Qatar, seemingly in response to the controversy, but the format returned for the Brazil fixture with one visible change: chalk was replaced by magnetic markers to illustrate formations and player movement.

As she began her breakdown of how Newcastle United midfielder Bruno Guimarães had been drawing Haiti’s five-man defensive line out of position to create space for Matheus Cunha and Vinícius Jr., Hayes paused, turned directly to camera, and said: “Let’s focus on the first half in particular — I know that’s a challenge for some of us at home.”

The comment landed immediately on social media, where many viewers interpreted it as a deliberate dig at those who had spent more time discussing the studio décor than her analysis.

Hayes, who took charge of the United States women’s national team after leaving Chelsea, has been widely praised for the quality and clarity of her tactical insights throughout the tournament, making the controversy over the set design all the more striking to those who felt it overshadowed her work.