ITV has been caught in a sexism row after viewers and media personalities, including Dan Walker, criticised the broadcaster for placing women's football manager Emma Hayes in a kitchen-style set during its World Cup coverage. The 49-year-old head coach of the US Women's national team, a decorated football veteran, is a natural choice to lead analysis for the tournament. However, her set—featuring a chalkboard, wooden surfaces, and drawers—has been described as resembling a bare-bones kitchen mixed with a Victorian classroom.
Viewer backlash
England's 4-2 victory over Croatia on Wednesday night saw Hayes offer insightful commentary, but many called out the unusual set design. Dan Walker wrote: 'I really like Emma Hayes and I think she’s an insightful pundit. I’m not sure why they have decided to make it look like she’s writing the specials on a bistro chalkboard! I really want to know what’s in those cupboards.' Others were less diplomatic, with Kam Sandhu tweeting: 'Why in the highkey misogyny is the only female pundit on ITV football broadcasting from a KITCHEN.'
Social media reactions
Jacob Horsfall added: 'Emma Hayes is class. However, the fact that she has to explain things with chalk and a blackboard is crap.' Steve commented: 'They must change the presentation of Emma Hayes. Her analysis is superb. Sticking her in a kitchen with a chalkboard is setting women’s football back a decade.' Matt Abbott echoed: 'This is woeful from ITV. Emma Hayes is brilliant, articulate and insightful, yet she’s made to provide micro analysis from some weird kitchen set-up with a chalkboard that isn’t even rectangular. It makes her look amateurish when she’s anything but. Imagine Neville doing that!!'
Defending the set
Some viewers defended ITV, arguing that the backlash reflects personal biases. Annie Eaves said: 'I think sometimes we just get too upset about nothing. ITV have given Emma a great slot and she’s nailed it. They’re using the set they have. If you immediately look at that set up and think: WOMAN KITCHEN, then that isn’t on ITV.' She added: 'Do you seriously think ITV have thought they’ll put Emma there because it looks like an outdoor kitchen? I think sometimes our own prejudices and bigotry are foisted on to absolutely innocent decisions.'
Mixed opinions
Rebekka noted: 'This Emma Hayes discourse is so boring, how in 2026 some of you find misogynistic memes about women being in the kitchen is funny.' Natural countered: 'Emma Hayes is a fantastic pundit, giving great tactical insight at this World Cup, unlike certain other broadcasters. Also, it’s a blackboard that coaches back in the day would use, not a freaking kitchen table.' Metro has reached out to ITV and Emma Hayes' representatives for comment.
