ITV has found itself at the centre of a major World Cup debate after viewers criticised the way Emma Hayes was presented during tactical analysis of Englandâs win over Croatia.
Hayes, one of the most respected minds in modern football, appeared during ITVâs coverage to break down key moments from Englandâs 4-2 victory. But instead of using the kind of digital touchscreen often seen in major football broadcasts, she was shown working with a small chalkboard in a set that many viewers felt looked like a kitchen.
The reaction online was immediate. Many fans said the setup looked outdated and inappropriate for a coach of Hayesâ standing. Some questioned why a figure with her experience, record and tactical authority had not been given a more professional-looking analysis space.
Hayes is no ordinary pundit. She built a hugely successful career at Chelsea Women, winning major trophies and earning a reputation as one of the sharpest tactical voices in the game. She is now head coach of the United States womenâs national team and has been widely praised throughout the tournament for her clear, intelligent and accessible analysis.
That is why the ITV segment caused such a strong response. Viewers were not criticising Hayesâ performance. In fact, many did the opposite, saying her explanations were among the best parts of the channelâs World Cup coverage. The concern was about how the broadcaster chose to present her.
Some fans argued that male pundits are more commonly given sleek studio tools, large screens and high-tech tactical displays. By contrast, Hayes being placed beside a chalkboard in a set compared by viewers to a kitchen was seen by critics as a poor visual choice.
The debate quickly widened beyond one TV segment. For many, it raised questions about how women experts are still presented in football broadcasting, even when they bring elite-level knowledge and authority to the screen.
Others defended the feature, saying the chalkboard format made Hayesâ breakdowns feel simple, direct and easy to follow. Some viewers even said they enjoyed the old-school style and believed her insight was strong enough to shine regardless of the set design.
But the criticism continued to grow as images and comments spread online. A number of fans said the visual choice distracted from Hayesâ expertise and risked turning a serious tactical segment into a talking point for the wrong reasons.
The timing was especially unfortunate for ITV because Hayes has been one of the standout pundits of the World Cup so far. Her ability to explain patterns of play, space, movement and team shape in a calm and understandable way has impressed many viewers.
Englandâs win over Croatia should have been the central story. Harry Kane, Jude Bellingham and Marcus Rashford helped deliver a dramatic opening victory, giving Thomas Tuchelâs side three important points and a strong start to their campaign.
Instead, a large part of the post-match conversation turned to ITVâs presentation choice and whether the broadcaster had badly misjudged the optics.
For Hayes, the row may only underline how highly viewers rate her. Fans were not asking for less of her analysis â they were asking for her to be given the platform they believe her expertise deserves.
