Emma Hayes mocked for tactical analysis during World Cup hydration break, with ITV partly to blame for giving ammunition to misogynists on social media
Emma Hayes gave an analysis using a blackboard on ITV
A quick search of social media reveals a harrowing atmosphere of the kind of misogyny that Emma Hayes has to face every time she appears on TV.
During England’s World Cup opener against Croatia, Hayes was projected into the living rooms of millions of people who don’t normally watch football. And sadly, increased exposure means increased discomfort.
The former Chelsea Women’s and current US Women’s head coach was not included in the pundit lineup. ITV used its first choice trio of Roy Keane, Gary Neville and Ian Wright in its Brooklyn studios. But during the two three-minute hydration breaks everyone is accustomed to at World Cups, Hayes appeared to offer some analysis.
Hydration breaks will be implemented for tournaments held in potentially hazardous conditions. However, England’s matches will be played inside the air-conditioned AT&T Stadium, so it’s clear they won’t be needed for every match.
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Thankfully, this match was broadcast on ITV, so viewers were able to watch an actual logical and informed analysis of what they were seeing on the pitch. Rather than pumping in an extra few minutes of advertising as they do in the US, UK broadcasters are being forced to choose what to do.
While the BBC chose to stick to what they knew, with commentators and co-commentators speaking to fill time, ITV bravely tried to innovate. They brought in Hayes, widely considered one of the greatest and most influential female coaches of all time, to educate us.
She has a very difficult job trying to clearly explain very deep tactical analysis to a general audience in such a short amount of time. Hayes, who was given a test run on Monday to illustrate how Spain’s wide players could break through Cape Verde’s stout defence, drew a much larger audience on Wednesday night.
Blackboards undermine the value of analysis (Image: ITV)
Segments like this always polarize viewers. Many people are not interested in delving into what is happening on the pitch. But it’s a worthwhile exercise for those who are open to accepting different points of view.
Hayes went on to talk passionately about why Jordan Pickford’s role in possession was so important, and then why the angle of England’s pass into the wing unraveled the Croatian defense with Jude Bellingham’s decisive goal after the break.
As a current top-level coach and an experienced broadcaster, the 49-year-old is perfectly placed to take on the role. The problem is the tools ITV gave her. Blackboards and chalk with X’s and O’s are at least an anachronism, and at worst confusing.
Hayes has little time to explain himself, and the blackboard provides no visual aid. Once the clip started playing, everything started to make more sense. However, the opening sequence probably touched many people’s hearts.
ITV has announced with great fanfare their decision to use a luxurious New York studio and provide stunning backdrops. They paid a man known for eating hot dogs to talk about football.
Yet the government left one of its best critics without the tools to do his job properly, leaving him exposed to unfair criticism.
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