ITV's 'Kitchengate' controversy.
ITV faces strong backlash for 'demeaning' Emma Hayes kitchen set during World Cup.
Key Points
During the World Cup hydration breaks, England fans “loudly booed” the mandated stoppages even though the stadium was temperature-controlled to 22°C, and ITV filled that extra time by cutting to Hayes in their studio kitchen set.
ITV’s tournament pundit panel is described as 11 people strong, with Hayes one of only two women on it (along with 2025 Strictly Come Dancing winner Karen Carney).
Presenter Cristo Foufas amplified the criticism on X with a pointed question about whether the broadcast was “massively advancing the idea of women’s equality in football” by staging Hayes “from a set which looks like she’s stuck in a kitchen.”
ITV insiders quoted in coverage characterized the decision as “hugely embarrassing” and “demeaning” for Hayes; the reporting also notes her coaching success—Chelsea Women to a record “fifteen trophies”—which critics argued makes the “kitchen” staging especially inappropriate.
Some backlash was singled out as unnecessary styling rather than football knowledge: former BBC presenter Dan Walker said he “really like[s] Emma Hayes” but wondered why ITV chose “to make it look like she’s writing the specials on a bistro chalkboard.”
ITV is under fire for sexism after broadcasting England's World Cup opener against Croatia with tactical analyst Emma Hayes placed on a kitchen-themed set — complete with cabinets and a handheld chalkboard — while male pundits occupied a high-tech studio. The contrast was immediate. Viewers flooded social media with memes, many showing Hayes looking as if she were
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