Amy Hunt, the British sprinter who recently captured two European individual sprint titles, openly challenged the new betting advertisement starring actress Sydney Sweeney, insisting that the commercial misrepresents what female athletes truly look like. The advert, produced for the U.S.
betting firm Novig, features the actress from the hit series "Euphoria" scantily clad and draped in various pieces of sports equipment. The provocative imagery sparked an immediate outcry among women in the sporting world, who argued that it reduces the dedication and physicality of athletes to a sexualized visual gag. During a post‑race interview on the BBC, Hunt, who had just finished fourth in the 200‑metre final at the inaugural World Athletics Ultimate Championships in Budapest, addressed Sweeney directly.
"Sydney Sweeney, this is what women in sport look like," she said, before listing the statistics and realities of elite competition: "21.4 seconds – the winning time of Melissa Jefferson‑Wooden – muscles, hard work, sweat, blood, tears. This is a beautiful evening." Hunt went on to explain that the portrayal in the commercial was far from the everyday experience of a female athlete. "We've all seen the Sydney Sweeney ad over the last 24 hours, and as a woman in sport, it's not pretty, it's not glamorous, and it certainly isn’t constantly sexy," she remarked. She added a personal anecdote to illustrate the unpredictable challenges athletes face: "Even turning up to this championship, my period started yesterday, which is far from ideal and something you never really plan for." She was not alone in her condemnation.
Former U.S. Olympic gymnast Gracie Kramer posted a video of herself training with the caption, "Idk what Sydney Sweeney was doing but this is what a woman in sport looks like," reinforcing the message that authentic athleticism is far removed from the stylized, sexualized imagery presented in the ad.
Australian boxer Skye Nicolson also weighed in on Instagram, stating, "There's a big difference between looking 'sexy' because you do sport compared to using sex to sell 'sport'." The backlash prompted Sweeney to respond indirectly. She shared a series of images from ESPN Magazine’s celebrated BODY Issue on her Instagram stories – a publication known for showcasing athletes in artistic, often nude, photographs that emphasize form, strength, and the diversity of bodies in sport. The images included iconic figures such as tennis legend Serena Williams and soccer star Megan Rapinoe, both of whom have previously been featured for their athletic prowess rather than for any overt sexual appeal. The controversy raises broader questions about how female athletes are marketed and how media representations can either empower or objectify them.
While some argue that showcasing the human form can celebrate athletic beauty, critics contend that context matters: a purposeful, athlete‑driven narrative differs vastly from a commercial that uses a celebrity’s sex appeal to sell a product unrelated to sport. The distinction is crucial because it influences public perception, sponsorship opportunities, and the self‑image of young women who look up to these athletes. Sports marketing has long walked a fine line between highlighting performance and capitalising on attractiveness. In recent years, campaigns such as Nike’s "Dream Crazier" and Adidas’s "She Breaks Barriers" have attempted to shift the narrative toward empowerment, focusing on stories of perseverance, resilience, and achievement.
However, the Novig ad featuring Sweeney appears to revert to a more sensationalist approach, prompting athletes like Hunt to call out the disconnect. Beyond the immediate criticism, the incident underscores the need for athletes to have a stronger voice in how they are portrayed.
Many female competitors have spoken out about the pressures to conform to certain aesthetic standards, whether it be through uniform design, media interviews, or sponsorship deals that demand a certain level of sexual appeal. By publicly challenging the ad, Hunt and her peers are advocating for a representation that aligns with the realities of training, competition, and the physical demands placed on their bodies. The discussion also touches on the role of betting companies in sports.
While gambling sponsors are increasingly common in athletics, the partnership must be handled responsibly, ensuring that promotional material does not undermine the integrity of the sport or exploit athletes’ images for profit. In this case, the ad’s reliance on a Hollywood actress rather than an actual athlete may have been a strategic move to attract attention, but it backfired by alienating the very community it sought to engage.
As the debate continues on social media platforms, the core message remains clear: authentic representation of women in sport should celebrate their dedication, skill, and the myriad challenges they overcome, rather than reducing them to decorative elements for commercial gain. The voices of Hunt, Kramer, Nicolson, and countless other athletes serve as a reminder that the narrative surrounding female athletes must be shaped by those who live it daily, ensuring that future campaigns reflect the true spirit of sport.