ITV revamps Emma Hayes' tactics set after 'kitchen' design sparks sexism backlash at World Cup 2026

ITV quietly redesigned Emma Hayes’ tactics corner at World Cup 2026 after the original set — which resembled a show kitchen, complete with cupboards and drawers — drew a wave of sexism complaints following England’s 4-2 opening win over Croatia on Wednesday.

Hayes, the current United States women’s team manager and a seven-time Women’s Super League title winner with Chelsea, returned for Brazil’s comfortable victory over Haiti on Friday night to find her segment meaningfully upgraded. The stick of chalk was replaced with movable magnets on the blackboard, and a tight camera shot focused solely on her face and the tactics board, cutting out the kitchen-style cabinetry that had dominated earlier broadcasts.

The original set-up had baffled viewers and drawn sharp criticism from commentators, with Katie Bailiff, chief executive of Women in Film & TV, saying: “I initially thought they had cut away to another channel by mistake. Emma is a brilliant pundit who deserves the best platform. It was an ill-conceived, damaging creative decision.”

Hayes herself appeared to acknowledge the furore with a series of dry on-air asides. Opening her first-half segment, she 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. But I’m going to encourage us to look at some of the things going on in the game.” She closed the piece with an equally pointed quip: “I’m sure you will see that when you watch the first half, so pay attention.”

During the second-half hydration break, Hayes returned for another segment and again gently teased the audience. “I know it’s late — but did you notice I changed Brazil from white to blue?” she said, gesturing to the magnets. “I’m just checking we’ve got our full attention on the tactics board for everyone at home.”

ITV has not publicly commented on the redesign or the criticism that prompted it.