Emma Hayes, the head coach of the U.S. women’s national team (USWNT), has become an unexpected star of the World Cup not just on the field, but also in the broadcast booth. Her analysis on ITV has turned even the most mundane hydration breaks into must-watch moments for football fans. With her deep tactical understanding and clear communication, Hayes has captured the attention of viewers, even as she faces a predictable wave of misogynistic criticism online.

“You can see already Haiti are playing with a back five, and that in itself makes it a bigger challenge for Brazil. The fact they have set out in a single pivot in a three-midfield has been really good decision-making from Ancelotti,” Hayes explained during one of her segments, which was accompanied by a clip showing the tactical nuances she described. Her insights, which are both detailed and accessible, have drawn praise from football fans and analysts alike.

However, the reaction to Hayes’ analysis has been mixed. While many appreciate her expertise, others have taken to social media to criticize her, often using tired and misogynistic tropes. One such critic claimed she was “just saying stuff that any football fan with the most basic knowledge knows,” a statement that overlooks her extensive credentials, including over a dozen major honours at Chelsea and an Olympic gold medal.

The backlash has included memes of Hayes depicted as someone making a cup of tea or using an ironing board, which, while not directly related to her analysis, reflect the broader issue of gender bias in sports commentary. Despite this, Hayes has continued to deliver insightful analysis, unafraid to speak her mind and challenge the status quo.

Hayes is not new to the world of sports broadcasting. She previously contributed to ITV’s coverage of the European Championship five years ago, but her role in this World Cup has elevated her to a new level of prominence. Unlike other broadcasters who rely on flashy graphics and expected goals (xG) metrics, ITV has allowed Hayes to use a simple pitch diagram and magnetic counters to explain complex tactical ideas. This approach has been refreshing and has allowed her to focus on the fundamentals of the game.

Her ability to break down complex strategies into digestible insights is a hallmark of her work. “It felt like she was infuriated by what she was seeing tactically, so much so that she needed to express it via the medium of drawing, as much as communicating it verbally on air,” commentator Vicki Sparks once said about Hayes’ co-commentary work. This intensity and clarity have made her a standout figure in the commentary box.

Hayes’ authenticity is another factor that sets her apart. She does not play a role or filter her thoughts for the audience. This was evident during her heartfelt tribute to her late father on Father’s Day, followed by a bold message on her combat jacket: ‘She will change the world.’ Such moments highlight her personal connection to the game and her unapologetic approach to broadcasting.

Despite the criticism, Hayes remains a trailblazer in a male-dominated space. Her work not only elevates the level of football analysis but also challenges the stereotypes that women cannot be as knowledgeable or insightful as their male counterparts. As the World Cup continues, her presence on ITV is a reminder that football commentary should be about expertise, not gender.

Ultimately, Hayes’ contributions to the World Cup coverage have been invaluable. Her analysis has brought a new level of depth to the tournament, and her presence has sparked important conversations about the role of women in sports media. As the tournament progresses, fans can only hope to see more of her insightful commentary.