Scandal at the 2026 World Cup. US head coach fires back at sexist criticism of ITV studio
Steven Perez
Dailysports's expert
Emma Hayes, head coach of the US women’s national team and current expert analyst for the British TV channel ITV during the 2026 World Cup, has broken her silence following a high-profile scandal surrounding the broadcaster’s studio setup.
Details: The former Chelsea manager was brought in for deep tactical analysis, but according to SportBible, viewers’ attention was drawn not to her insights, but to the peculiar studio decor, which social media users mockingly compared to a “regular home kitchen.”
The backlash reportedly began on June 17 during the England vs Croatia match (4-2). Fans noticed Hayes was breaking down plays in front of a brick wall above a brown dresser, using an old-fashioned chalkboard and a piece of chalk. Social media quickly filled with inappropriate and blatantly sexist jokes, suggesting the female coach had been “put in the kitchen to play tic-tac-toe.”
The situation forced ITV management to make urgent—though subtle—changes: by the broadcast of Brazil vs Haiti (3-0) on June 20, the chalk was swapped for professional magnetic markers, and the tactical analysis took on a much more polished look.
Emma Hayes herself didn’t let the haters’ jabs go unanswered. During her next tactical breakdown of Brazil’s game, she elegantly and wittily trolled the inattentive audience live on air.
“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.
Reminder: The US matched a feat that was 96 years in the making.
