Emma Hayes tells TV viewers to ‘pay attention’ in subtle quip after World Cup ‘sexism’ row

Emma Hayes appeared to make a cheeky reference to the controversy surrounding ITV’s World Cup ‘kitchen’ as she returned for her regular analysis segment.

ITV had attracted criticism for their set resembling a kitchen in which USA women’s team manager Hayes took viewers through key tactical talking points from games, with many branding it as sexist.

And it seemed as though ITV had taken onboard the feedback during Friday night’s Group C game between Brazil and Haiti in Philadelphia.

This time, Hayes performed her analysis with the camera squarely focused on her and the tactics chalkboard and the cupboards and drawers out of shot.

“Let’s focus on the first half in particular,” the former Chelsea boss began, before turning to the camera and addressing the audience directly.

“I know that’s a challenge for some of us at home,” Hayes quipped. “So, pay attention.”

The seven-time Women’s Super League winner is one of the most successful coaches in the women’s game and has regularly provided punditry on ITV at recent major tournaments.

At this World Cup, Hayes has been giving her insights during the much-derided hydration breaks that come midway through each half.

She concluded on this occasion with another witty comment, noting how the colours of the counters on the board had been updated to reflect Brazil’s away kit colours.

“I know it’s late,” she acknowledged, “but did you notice I changed Brazil from white to blue? I’m just checking we’ve got our full attention on the tactics board for everyone at home.”

ITV’s kitchen-style set up has been widely blasted, with Katie Bailiff, chief executive of charity Women in Film & TV, saying:

“I initially thought they had cut away to another channel by mistake.

“Emma is a brilliant pundit who deserves the best platform. It was an ill-conceived, damaging creative decision.”

ITV, who have based themselves in New York for the tournament, have not publicly commented on the matter.

Brazil went on to win 3-0 through a Matheus Cunha brace and Vinicius Junior’s second strike in as many games.

All three goals came in the first half as the five-time world champions recorded their first victory of the tournament, moving on to four points and all but booking their place in the last 32.

Carlo Ancelotti’s side round off their group campaign against Scotland – who lost 1-0 to Morocco earlier in the night – in Miami on Wednesday.

Brazil enter that match in a strong position to top the group, sitting level on four points with Morocco and boasting a superior goal difference.