Emma Hayes has defended her World Cup analysis segment on ITV following a backlash. The head coach of the United States women's team has been tasked with delivering tactical analysis during hydration breaks, but not all viewers have appreciated her work.
ITV's New Coverage Dimension
ITV have tried to add a new dimension to their coverage during the three-minute break in each half during the World Cup. Former Chelsea women manager Hayes has been given a chalkboard and video clips to articulate her observations, including during England's 4-2 win over Croatia.
The terrestrial broadcaster inadvertently found themselves at the centre of a sexism row, with many pointing out that the kitchen-like set and basic chalkboard wasn't helping Hayes to get her points across.
Subtle Changes Made
Hayes returned for Brazil's 3-0 win over Haiti in the early hours of Saturday morning, but there was a subtle tweak. ITV have equipped Hayes with blue and white counters and used a narrower shot to exclude the kitchen backdrop in their Brooklyn set.
The criticism has clearly reached Hayes, who cheekily referenced it during her time on camera. "Let's focus on the first half in particular," she said. "I know that's a challenge for some of us at home."
Hayes Explains Her Approach
Writing in a column for the Guardian, Hayes has now explained the genesis of the idea and what she is trying to do. "There are already enough stoppages in games, so the last thing we want is more," she wrote about hydration breaks. "But, for now, it's there. On ITV, we used it by broadcasting tactical analysis, which was an idea of one of the producers and I felt I was doing what I do every day as coach; trying to simplify complex ideas in a concise way."
"Viewers at home have a varying degree of knowledge around the game; some will be very knowledgeable, while others may only watch football when the World Cup comes around, so I enjoy trying to be mindful of that."
Reaction to the Changes
During Brazil's comfortable win over Haiti, which featured a brace from Manchester United forward Matheus Cunha, Hayes spoke about how Carlo Ancelotti's side had exploited the gaps in the defence. "By the way, I know it's late. Did you notice I changed Brazil from white to blue from the first half to the second half?" Hayes said pointedly. "I'm just checking that we've got our full focus on the tactical board for everyone at home."
The decision to ditch the chalkboard in favour of counters was noticed and appreciated by some on social media. One fan wrote: "ITV upgrading Emma Hayes to magnets from chalk is the least they could have done… now get her out the kitchen looking studio so people will actually listen to what she's saying… she's a great tactician."
