Amy Hunt, the British sprinter who recently captured two European individual sprint titles, responded sharply to the provocative betting advertisement featuring actress Sydney Sweeney. In a candid interview with the BBC, Hunt told the 29‑year‑old star that the commercial’s portrayal was far from what women who actually compete in sport look like. Sweeney’s latest spot for the U.S.
betting firm Novig has sparked a wave of criticism across the athletic community, particularly among female athletes. The advert, which showcases the "Euphoria" actress draped scantily in sports equipment and almost entirely unclothed, was intended to be a bold, attention‑grabbing piece.
Instead, many women in sport have described it as tone‑deaf, objectifying, and disconnected from the real experiences of athletes who train, compete, and endure the physical and emotional rigors of high‑level competition. The backlash intensified after Hunt finished fourth in the 200‑metre final at the inaugural World Athletics Ultimate Championships in Budapest. Seizing the moment, she addressed the camera and said, "Sydney Sweeney, this is what women in sport look like." She then recited the winning time—21.4 seconds set by Melissa Jefferson‑Wooden—followed by a litany of the elements that define an athlete’s journey: "muscles, hard work, sweat, blood, tears. This is a beautiful evening." Hunt went on to explain that the reality of being a female competitor is far removed from the glossy, sexualized imagery presented in the ad.
"Obviously we've seen in the last 24 hours everything about the Sydney Sweeney ad, and when you're a woman in sport, it's not pretty. It's not glamorous. It's not sexy all the time, definitely," she said. She added a personal anecdote to illustrate the unpredictable challenges athletes face: "There are some low moments.
Even turning up to this championship, my period started yesterday, so that's not really ideal, and that's not ever what you try to really plan for." She was not alone in her condemnation. Former U.S. Olympic gymnast Gracie Kramer posted a short video of herself training, captioning it, "Idk what Sydney Sweeney was doing but this is what a woman in sport looks like." The post quickly garnered thousands of likes and comments from supporters who echoed the sentiment that the ad misrepresented the true essence of athleticism. Australian boxing champion Skye Nicolson also weighed in via Instagram, writing, "There's a big difference between looking 'sexy' because you do sport compared to using sex to sell 'sport'." Her comment highlighted a broader conversation about the line between celebrating the confidence and physicality of athletes and exploiting their bodies for commercial gain.
In what appears to be an attempt to defuse the criticism, Sweeney shared a series of images from ESPN Magazine’s celebrated BODY Issue on her Instagram stories. Those photographs feature iconic athletes such as Serena Williams and Megan Rapinoe in tasteful, artistic nude poses that aim to honor the strength and form of the human body. While the BODY Issue has been praised for its respectful portrayal of athletes, many observers noted that Sweeney’s choice to juxtapose those images with her own advert did little to address the core concerns raised by Hunt and other sportswomen. The controversy touches on several deeper issues within the sports and advertising industries.
First, it raises questions about consent and agency: athletes often have limited control over how their images are used in marketing campaigns, especially when the focus shifts from performance to sexual appeal. Second, it underscores the persistent gender gap in how male and female athletes are portrayed.
Male athletes are frequently shown in powerful, action‑focused contexts that emphasize skill and competition, whereas women are more often depicted in ways that prioritize physical attractiveness over athletic achievement. Furthermore, the incident has reignited debate over the responsibility of brands to engage with their audiences responsibly. Betting companies, in particular, have faced scrutiny for targeting sports fans with aggressive marketing tactics that can blur the line between entertainment and gambling addiction. When those tactics also rely on sexualized imagery, the ethical stakes become even higher.
In response to the growing outcry, several advocacy groups for women in sport have called for stricter guidelines on advertising content that involves athletes. They argue that any commercial featuring a sports figure should accurately reflect the dedication, discipline, and often gritty reality of training and competition, rather than reducing the athlete to a decorative element. Meanwhile, Hunt’s remarks have resonated beyond the immediate sphere of track and field.
Fans and fellow athletes across social media platforms have used hashtags like #RealWomenInSport and #AthleteNotObject to amplify the message that genuine representation matters. The dialogue has also prompted discussions among advertisers about how to create campaigns that celebrate athleticism without resorting to objectification. In summary, the controversy surrounding Sydney Sweeney’s Novig advert has become a flashpoint for broader conversations about gender, representation, and ethical marketing in sports. Amy Hunt’s pointed response—emphasizing the hard work, physical strain, and personal challenges that define a woman’s experience in sport—offers a powerful counter‑narrative to the glossy, sexualized imagery presented in the commercial.
As the debate continues, many hope it will lead to more thoughtful, respectful portrayals of athletes that honor both their bodies and their achievements.