Emma Hayes' ITV kitchen set is shameful - imagine men being asked to use a chalkboard. ITV are under fire after forcing the legendary Emma Hayes to deliver her match analysis on a chalkboard. Tara Mae Kirk, a striker for Peterborough Women's, tells the Mirror of her own sexism storm.
A Painful Reminder of Inequality
As a woman in football, Tara Mae Kirk knows exactly what it feels like to be caught in a sexism storm like Emma Hayes. ITV have been accused of 'demeaning' the USA women's boss after placing her in a kitchen-style set during her analysis of England's game against Croatia.
The former Chelsea women manager, widely seen as one of the World Cup's finest pundits, was made to deliver her tactical breakdown this week while leaning over a set wooden cabinets and using a small blackboard and a piece of chalk. Meanwhile, ITV's male pundits remained pride of place in the glossy main studio, complete with all the high-end tech you could imagine.
Outrage over ITV's dire optics soon followed. But so too did misogynistic jokes about Hayes, with the bizarre TV set only fuelling the online trolls who often tell women in football to 'get back in the kitchen' or 'put the kettle on'.
Tara, a striker for Peterborough Women's, says that watching the legendary head coach being ridiculed online for simply doing her job is a painful reminder of just how far we have to go to achieve true equality in the sport.
Tara's Own Experience with Sexism
The 23-year-old has felt at home on the pitch since she was five-years-old. Like many other girls desperate to play football, the budding striker found herself running around with lads in her local boys' team as it was her only option. But that never phased her.
She quickly rose through the ranks and found herself in the spotlight, playing for Leicester City Women for 11 years before joining Posh and even getting a call-up for Ireland's national team.
But an unexpected viral moment on social media in 2023 soon escalated into a frenzy, with a barrage of sexist comments that the footballer feels 'cross the line'. An innocent goal celebration posted on her team's channels got swamped with comments with many positive, others were obsessing over Tara's looks. Instead of focusing on her A-game, the Peterborough star was forced to cope with inappropriate remarks about her appearance.
And now, watching Hayes being mocked has left Tara feeling furious. 'It's so sad to see the backlash online,' she told The Mirror. 'I thought we were past sexist comments.'
The striker added: 'It's a shame that her knowledge and expertise on her analysis of the match has been overshadowed by an error of judgement by production for placing her in a set where she expertly explained the tactics used by England during the half time break by a table looking like kitchen cabinets in the corner or the stage.'
'She is explaining tactics and going through the analysis to a lay audience that are telling her to 'go back to ironing or the kitchen'. They have given the men an amazing skyline with an incredible backdrop and Hayes is in the corner.'
Others watching the analysis were equally as outraged. One fan fumed online: 'Why the hell have they got Emma Hayes doing her analysis from a kitchen! It's outrageous. It just needs a kettle and toaster in the background. Does nothing for the place of women in the game. Hayes is superb. Pioneer. Totally demeaning.'
Another said: 'I really like Emma Hayes. I have no idea why ITV have stuck her in James Martin's kitchen with a chalkboard as if she's about to write up today's specials.'
Call for Change
Reflecting on what the nightmare TV moment means for football, Tara says: 'I believe there is still a gap between men and women. We've made great progress in increasing visibility of women speakers in football but there is still work to be done.'
'The focus should now be on creating opportunities the same as they do for men with just as good background sets, equipment, supporting diverse voices and ensuring expertise is recognised regardless of gender.'
'I'm delighted to see more female pundits out there and I admire her a lot. Hayes is arguably one of the greatest female managers of all time, she is so passionate about her role in sport and I think she definitely has a right to be there along with all the other male pundits.'
