Emma Hayes delivered an emotional moment during ITV's World Cup coverage of Belgium versus Iran on Sunday, honouring her late father while also addressing the sexist abuse she has recently encountered online. The former Chelsea Women manager, now head coach of the United States women's national team, has formed part of ITV's New York-based punditry panel throughout the tournament.
During the controversial hydration breaks, the highly-regarded coach has provided tactical analysis, frequently leaning over a set of wooden cabinets and using a small blackboard and chalk during the much-debated intervals. Following her latest segment, Hayes paused before handing back to the live match coverage to pay tribute to her father, Sid, who died in 2023.
Heartfelt Father's Day Tribute
Marking Father's Day with a poignant message, Hayes said: "One last thing, happy Father's Day to everyone at home. I know it's a great day and it's also my father's heavenly birthday today and I want to say one thing to you dad up in heaven. Thank you for giving me so much confidence to have the opportunity to do this and so I leave you with this beautiful view."
Hayes then turned to reveal the words 'she will change the world' emblazoned on the back of her jacket. Her tribute held particular significance given her father Sid's contribution to the game. Sid played a vital role in transforming Arsenal women into one of the nation's powerhouse clubs and in establishing youth leagues in Regent's Park.
Backlash Over 'Kitchen' Setup
Hayes' memorable moment unfolded against a wave of criticism directed at ITV, with the broadcaster facing accusations of sexism after viewers branded her on-air treatment as 'demeaning' - requiring her to deliver tactical analysis while hunched over wooden cabinets that many felt resembled a 'kitchen.'
Television presenter Dan Walker previously observed: "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 far more forthright. "Why in the highkey misogyny is the only female pundit on ITV football broadcasting from a kitchen," one user posted on X.
A third added: "Emma Hayes is class. However, the fact that she has to explain things with chalk and a blackboard is bad," while another remarked: "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."
Viewers Rally Behind Hayes
Throughout her analysis, ITV's main pundits remained in the primary studio, operating from a sophisticated high-tech setup that stood in sharp contrast to Hayes' improvised presentation area. Despite the backlash, numerous viewers have rallied behind her following her understated response to detractors.
One posted on X: "Seems technically more knowledgeable than many of the men," while another confessed: "Had a lump in my throat watching that. What a legend." A third remarked: "Need more of her on football coverage. Analysis is great."
Another pointed out: "The people saying 'main character syndrome' are showing their lack of IQ. This woman gets battered every single day by these people because she's a woman. Yet she still gets back up there the next day. That is the point of that message. That is what her Dad knew she could do."
ITV Adjusts Setup
ITV have since made adjustments to the studio setup - a subtle tweak that provides the coach with an upgraded magnetic tactics board. The camera shot was also noticeably tighter on Hayes, revealing far less of the surrounding set.
Hayes stands amongst the most decorated managers in the women's game, having claimed seven Women's Super League titles and five FA Cups across her 12-year tenure at Chelsea. She has already tasted success with the United States women's team, steering them to Olympic gold at the Paris Games in 2024.
