British actress Sarah Hadland has found herself at the centre of a social media storm after openly admiring Nigerian international Maduka Okoye during a live television appearance, prompting accusations of double standards and leading to the removal of clips from social media.
Hadland, best known for her roles in Miranda and Strictly Come Dancing, appeared on ITV’s This Morning to promote her new West End production The Truth.
The conversation, however, quickly shifted to football—and specifically to Maduka Okoye, the Super Eagles goalkeeper who currently plays for Italian Serie A side Udinese.
Okoye, 26, has been Nigeria’s first-choice goalkeeper in recent years and represented the Super Eagles at the 2021 Africa Cup of Nations.
Although Nigeria failed to qualify for the current FIFA World Cup, the goalkeeper has remained a popular figure among football fans and has attracted a substantial social media following because of his performances and appearance.
“He’s Absolutely Gorgeous”
Speaking during the programme, Hadland said she now intended to watch the World Cup after discovering the Nigerian goalkeeper.
“I will be watching now I’ve seen the Nigerian goalkeeper. Have you seen him? Wowee, thank you very much.”
When fellow guest Stephen Mangan jokingly remarked, “I would hate to objectify a man like that,” Hadland doubled down.
“So would I, but look at him. I don’t care if he can do Shakespeare; he’s looking lovely in a tight top, thank you.”
She continued by repeating online claims that Okoye’s popularity had allegedly caused relationship problems among admirers before adding:
“Apparently relationships have broken up because of him. Women are obsessed… Maduka, if you’re watching!”
The remarks generated laughter in the studio but a very different reaction online.
Viewers Accuse ITV of “Double Standards”
The exchange quickly spread across social media, where many viewers argued that similar comments made by a male guest about a female athlete would have provoked far greater criticism.
Among the reactions shared online were comments such as:
- “If a man spoke about a female athlete like this on national television, he would lose his job.”
- “This is exactly the kind of double standard people complain about.”
- “Switch the genders and this would never have been broadcast.”
Others defended Hadland, describing the comments as light-hearted banter and arguing that critics were overreacting.
Some noted that female athletes have long faced objectification in sports media and questioned why similar remarks directed at a male footballer had generated such controversy.
Reports indicate that clips of the exchange were later removed from This Morning‘s social media accounts, further fuelling discussion about the broadcaster’s handling of the incident.
Maduka Okoye’s Growing Profile
Born in Düsseldorf to a Nigerian father and German mother, Okoye has become one of Nigeria’s most recognisable footballers.
After spells with Fortuna Düsseldorf, Sparta Rotterdam and Watford, the goalkeeper rebuilt his career in Italy and is now with Udinese, where his performances have restored his reputation following a difficult period after the 2021 Africa Cup of Nations.
Beyond football, Okoye has developed a significant following on social media, with fans frequently commenting on his appearance as well as his performances on the pitch.
While celebrity admiration for athletes is nothing new, the reaction to Hadland’s comments has reignited debate over whether public attitudes differ when men rather than women are the subject of overt admiration.
The episode also highlights how social media increasingly scrutinises television personalities in real time, with comments that may once have passed unnoticed now becoming the focus of wider debates about gender, media standards and the boundaries between humour and objectification.
