British sprinter Amy Hunt responded sharply to actress Sydney Sweeney's provocative betting advertisement, asserting that the clip does not represent the reality of women who compete in sport. In the new commercial for U.S.
betting firm Novig, the 29‑year‑old star of the Netflix series Euphoria appears scantily clad, draped in sports gear in a manner that many female athletes say objectifies them rather than celebrates their achievements. Hunt, who is a double European champion in the individual sprint events, took the opportunity to address the ad during a post‑race interview on the BBC after she placed fourth in the 200‑metre final at the inaugural World Athletics Ultimate Championships in Budapest. "Sydney Sweeney, this is what women in sport look like," she said, before listing the elements that define a competitive athlete: "21.4 seconds, muscles, hard work, sweat, blood, tears.
This is a beautiful evening." She went on to explain that the image presented in the advertisement is far from the everyday experience of female athletes. "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," Hunt added.
Hunt's remarks were echoed by several other prominent sportswomen. Former U.S. Olympic gymnast Gracie Kramer shared a video of herself training with the caption, "Idk what Sydney Sweeney was doing but this is what a woman in sport looks like," underscoring the disparity between the ad's sexualised aesthetic and the grit of athletic preparation.
Australian boxing champion Skye Nicolson also weighed in on Instagram, writing, "There's a big difference between looking 'sexy' because you do sport compared to using sex to sell 'sport'." The controversy highlights a broader conversation about how female athletes are portrayed in media and advertising. While some campaigns celebrate the strength and confidence of women athletes—such as the ESPN Magazine BODY Issue, which featured unretouched, artistic nude photographs of athletes like Serena Williams and Megan Rapinoe—others, like the Novig spot, appear to lean on sexual appeal to capture attention. Critics argue that this approach reduces athletes to their bodies rather than acknowledging the years of training, discipline, and sacrifice that underpin their performances. Sydney Sweeney's response to the backlash was to post a series of images from the ESPN BODY Issue to her Instagram stories, perhaps suggesting that she respects the tradition of celebrating athletes in a more authentic, less commercialised manner.
However, many observers feel that reposting existing images does not address the core issue: the original ad's reliance on a thinly‑veiled erotic tableau that does not reflect the lived experience of women who train, compete, and often endure physical discomfort, injuries, and personal challenges. The debate also raises questions about the responsibilities of brands that sponsor sports content. Betting companies, in particular, have a history of using high‑profile athletes and celebrities to market their platforms, but they must navigate the fine line between effective promotion and exploitation. When a campaign chooses to depict a woman in a state of near‑nakedness, surrounded by sports equipment, it risks sending the message that the primary value of female athletes lies in their appearance rather than their skill.
For athletes like Hunt, who have dedicated countless hours to perfecting their craft, the ad feels dismissive of the very qualities that define their careers. The reference to her personal circumstance—starting her menstrual cycle just before a major competition—serves as a reminder that female athletes contend with physiological realities that are rarely, if ever, highlighted in mainstream advertising.
These details humanise athletes, showing that they are not flawless icons but individuals who manage both triumphs and setbacks. In the weeks following the ad's release, social media platforms have been flooded with commentary from fans, fellow athletes, and gender‑equality advocates.
Many have called for brands to collaborate directly with sports organisations and athletes when designing campaigns, ensuring that the resulting content aligns with the authentic narratives of the sporting community. Others have suggested that regulatory bodies, such as advertising standards authorities, should scrutinise ads that could be deemed exploitative or misleading. The incident also underscores the evolving expectations of audiences.
Modern viewers are increasingly critical of content that appears to commodify bodies without context. As the conversation around representation continues to grow, advertisers are being urged to adopt more nuanced, respectful portrayals that celebrate performance, perseverance, and the diverse experiences of women in sport. Ultimately, the backlash against Sydney Sweeney's Novig advert serves as a case study in how quickly a marketing strategy can backfire when it fails to resonate with the very community it seeks to spotlight.
For athletes like Amy Hunt, the message is clear: true admiration for women in sport comes from acknowledging their dedication, resilience, and the full spectrum of their athletic journeys, not from reducing them to a seductive visual motif.