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There’s been no shortage of oddities at this World Cup, hasn’t there?

Yet, near the top of that list must surely be the fact that ITV are comfortably outshining the BBC in what has historically been a one-sided rivalry.

In a post-Lineker era, the BBC now finds itself overshadowed as ITV boasts superior presenters, more engaging and insightful pundits, sharper commentators, and a studio setup that simply looks better on screen.

They’ve also excelled in their traditional stronghold — with an opening sequence that’s beautifully shot, seamlessly edited with goosebump-inducing highlights, and accompanied by an unbeatable soundtrack.

Roy Keane, Gary Neville, and Ian Wright are all enjoying stellar tournaments, while Ally McCoist is once again thriving alongside Jon Champion, liberated from the constraints of forced banter.

Granted, Sam Matterface and Lee Dixon have been the “England’s first-half defending” of ITV’s coverage so far — not exactly flawless — but perfection is too much to ask for.

What’s most surprising, however, is that ITV are outperforming the BBC even during the much-maligned Hydration Breaks.

We’ll admit it — we assumed the BBC would by now have devised something clever to fill those segments, knowing full well they were coming. And we were equally certain ITV would have thrown in the towel, resorting to a few half-hearted adverts while apologising for it not being their fault.

Instead, ITV have produced one of the tournament’s standout innovations: Emma Hayes delivering tactical breakdowns at an actual chalkboard.

Football has long struggled to replicate cricket’s ability to cut to a pundit for concise tactical or technical analysis. Cricket’s natural pauses make such segments easy; Simon Hughes pioneered the genre on Channel 4 as ‘The Analyst’, a niche later perfected by Sky Sports’ ‘Third Man’ feature.

Football, by contrast, has never really found a way to do this effectively — its constant flow rarely allows for real-time, detailed yet digestible explanations of tactical dynamics.

Yet the Hydration Breaks, for all their other flaws, finally create that window of opportunity. ITV have seized it brilliantly, putting Hayes at the helm and stripping the segment back to basics.

Gone are the unnecessary graphics or the overcomplicated tech of previous “Tactics Truck” misfires. All that’s needed is a chalkboard and someone with a deep, instinctive understanding of the modern game.

ITV have wisely chosen to lean into Hayes’ strengths, making the segment as simple and authentic as possible.

Hayes has always been an exceptional tactical voice — unsurprising, given her coaching pedigree — but her true strength lies in how effortlessly she communicates her extensive knowledge, making complex ideas clear and relatable.

Her description of England being “in position out of possession” against Croatia was a perfect example — insightful, precise, and far more valuable than the cliché-laden platitudes of the usual “bloke pundits” or the overwrought analysis of self-styled tacticians.

It strikes exactly the right balance for a general audience: intelligent without being inaccessible. In a way, the Hydration Break has become Hayes’ natural stage.

Her analysis is quick, sharp, and illuminating — bite-sized insights that enhance the viewer’s understanding without unnecessary fluff.

Of course, since Hayes is a woman, certain corners of the internet have predictably chosen to feign confusion. “Where’s the bloke, love?” and similar drivel inevitably appears.

We rather enjoyed the tongue-in-cheek idea of placing her literally in a kitchen — it adds a playful twist while delivering the best tactical analysis on any World Cup broadcast. Admittedly, we’ve spent far too long wondering why ITV’s New York studio even has a kitchen and what’s inside those drawers.

Still, placing Hayes in a kitchen was bound to provoke some predictable reactions. Elton Welsby, for instance, couldn’t resist firing up the AI generator — or more likely stealing a tired joke from one of the many WhatsApp groups inhabited by broadcasting relics of old.

The important thing is this: one should never make creative decisions based on what Elton Welsby might think. His social media presence, intermittently surfacing for attention with wretched takes, is a sad shadow of relevance — a sort of Temu Richard Keys. Not exactly aspirational.

The Daily Telegraph raised a more reasoned concern — that Hayes deserves better than to be part of any gag, even a self-aware one.

But the Telegraph is a mixed bag. On one hand, it delivers some of the finest coverage of women’s sport; on the other, it houses columnists like Oliver Brown and others who annually insist on their “right” to say “batsman” instead of “batter” — a proud Englishman’s prerogative, apparently.

While we acknowledge that much of the criticism was genuine and well-intentioned, it’s difficult to seriously believe Hayes is being undermined. Her career and personality suggest anything but passivity or compliance.

As she continues to make Hydration Breaks not just bearable but genuinely enjoyable, she’s achieving something close to the impossible. Let the small-minded detractors and outdated voices grumble — Hayes, ITV, and the viewers are the ones truly winning here.

In the end, Emma Hayes is redefining what smart, accessible football analysis looks like — and having the last laugh while doing so.