Amy Hunt, the British sprinter who recently claimed the double European title in the 100 metre and 200 metre events, responded sharply to Sydney Sweeney's new betting advertisement, telling the actress that the commercial does not represent what female athletes truly look like. The advert, produced for the U.S. betting firm Novig, features the 29‑year‑old star of the Netflix series "Euphoria" scantily clad, draped only in sports equipment, and has sparked a wave of criticism from women across the sporting world. During a post‑race interview on the BBC after finishing fourth in the 200 metre final at the inaugural World Athletics Ultimate Championships in Budapest, Hunt directly addressed Sweeney.
"Sydney Sweeney, this is what women in sport look like," she said, before citing the winning time of 21.4 seconds set by Melissa Jefferson‑Wooden and adding, "muscles, hard work, sweat, blood, tears. This is a beautiful evening." Hunt went on to explain that the portrayal in the ad is far from the reality of a female athlete's life. "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. There are 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 said, highlighting how the physical and hormonal challenges athletes face are rarely shown in marketing.
She was not alone in her condemnation. Former U.S. Olympic gymnast Gracie Kramer posted a short video of herself training and competing, captioning it, "Idk what Sydney Sweeney was doing but this is what a woman in sport looks like." The post quickly gathered attention for its straightforward message that the everyday reality of training, injury, and perseverance differs starkly from the glossy, sexualised imagery used in the advertisement.
Australian professional boxer Skye Nicolson added her voice to the chorus of disapproval on Instagram, writing, "There's a big difference between looking 'sexy' because you do sport compared to using sex to sell 'sport'." Nicolson's comment underscores a broader conversation about the line between celebrating athleticism and exploiting sexuality for commercial gain. In what appeared to be a defensive move, Sweeney shared a series of images from ESPN Magazine's BODY Issue on her Instagram stories. The BODY Issue is known for its artistic, often nude, portraits of athletes such as Serena Williams and Megan Rapinoe, emphasizing the human form in a context of strength and performance. By juxtaposing those images with her own advert, Sweeney may have been attempting to align herself with a tradition of respectful athletic representation, though many critics argued that the comparison fell short because her commercial still relied on a hyper‑sexualised aesthetic.
The controversy raises several key points about how women in sport are portrayed in media and advertising. First, there is a growing demand for authenticity.
Athletes like Hunt, Kramer, and Nicolson argue that the narrative should focus on the dedication, discipline, and physical demands of sport, rather than reducing female athletes to objects of visual appeal. Second, the backlash highlights the double standard that exists when male athletes are featured in similar contexts; often, a muscular male body is celebrated without the same level of scrutiny regarding sexualisation. Furthermore, the incident shines a light on the role of betting companies and other sponsors in shaping public perception.
Novig's decision to cast a popular actress rather than an actual athlete suggests a marketing strategy that prioritises star power over genuine sport representation. Critics contend that this approach not only misrepresents the athletes themselves but also potentially alienates the very fan base that betting firms rely on—sports enthusiasts who value integrity and authenticity.
In response to the growing outcry, some industry observers have called for clearer guidelines on how athletes—especially women—are depicted in advertising. They argue that regulatory bodies, advertising standards agencies, and sports governing organisations should collaborate to develop standards that prevent the exploitation of athletes' images for purely commercial purposes. The discussion also touches on the broader cultural shift towards body positivity and empowerment. While some argue that any display of the female form can be empowering if the subject consents, others maintain that context matters.
When the portrayal is tied to a product unrelated to sport—such as a betting service—the line between empowerment and exploitation becomes blurred. As the debate continues, it is clear that athletes like Amy Hunt are willing to use their platforms to advocate for a more accurate and respectful representation of women in sport. Their messages resonate not only with fellow competitors but also with fans, sponsors, and media outlets who are increasingly attentive to issues of gender equity and representation.
Whether this will lead to tangible changes in advertising practices remains to be seen, but the conversation has undeniably amplified the voices of those who live the realities of training, competition, and the occasional less‑glamorous moment that defines a true athlete's journey.