With three minutes of guaranteed stoppage time in each half of every match at the 2026 World Cup, one of the two British broadcasters has found a productive way to fill those moments of downtime.

Viewers who tuned in to watch England’s victory over Croatia on Wednesday were treated not only to the now-familiar hydration breaks that have become standard during this World Cup, but also to the unique chalkboard setup at ITV’s studio in Brooklyn, New York.

Among the experts offering sharp analysis for ITV this summer is Emma Hayes, the former Chelsea Women manager who now serves as the head coach of the United States Women’s National Team.

Hayes is known as a coach’s coach — an analyst who recognises that knowledge is meaningless unless communicated effectively. The ability to break down match action, often live as it unfolds, is a skill many possess but only a few can genuinely convey to a broader audience.

During the hydration breaks in both England’s game and the later clash between Ghana and Panama, Hayes picked up the chalk and explained the tactical nuances behind the play. Her insightful, detailed analysis is a deliberate approach — and the studio’s blackboard was put to good use under her direction.

In an interview with FourFourTwo in 2021, Hayes revealed that her analytical mindset comes naturally and spoke about how her role on the UK’s main commercial television channel has helped bring tactical understanding to a wider audience.

“I didn’t think about it!” Hayes told FourFourTwo. “And I didn’t realise how big… ITV was! I didn’t realise how many people were actually tuning in.”

She added, “I wasn’t conscious of it — I just knew that I loved watching football and researching the game. Offering insight comes naturally to me because it’s part of my everyday work. I just tried to do it as if I were talking to my mum in her living room.”

“I wanted to explain it like I was teaching my mum — and I have! She reminds me all the time. So I’d go on air and say, ‘Mum, today I’m going to talk about this player, I want you to notice these things and watch him.’”

“Honestly, the number of older women who come up to me — it’s incredible.”

Hayes brings a level of depth to her analysis that sets her apart from many of her fellow pundits. Her expertise isn’t about light-hearted banter or fiery debate, but rather about elevating the understanding of football tactics and helping viewers see the game in a more informed way.

When it comes to selecting pundits for a major tournament, variety is key — and ITV’s producers appear to have struck a good balance this summer. Hayes’ thoughtful, detailed approach, combined with her knack for making complex ideas sound simple, has become one of the standout features of the network’s coverage.

What did you think of Hayes’ chalkboard explanations? Do you enjoy in-game tactical breakdowns while players get similar feedback from their managers? Share your thoughts!