Amy Hunt, the British sprinter who holds two European titles in the individual sprints, responded sharply to the recent betting advertisement featuring actress Sydney Sweeney. In a televised interview with the BBC, Hunt said, "Sydney Sweeney, this is what women in sport look like," underscoring the stark contrast between the glossy, sexualized image presented in the commercial and the reality of a female athlete's daily grind. The advert in question was produced for Novig, an American betting firm, and showcases the 29‑year‑old star of the hit series Euphoria draped in minimal clothing while surrounded by sports equipment. The campaign has ignited a firestorm of criticism from women across the sporting world, who argue that it reduces athleticism to a sexual spectacle rather than celebrating the dedication, sacrifice, and physical prowess required to compete at the highest level.
Hunt made her remarks after competing in the inaugural World Athletics Ultimate Championships in Budapest, where she placed fourth in the 200‑metre final. She highlighted the winning time—21.4 seconds, recorded by Melissa Jefferson‑Wooden—as a testament to the combination of "muscles, hard work, sweat, blood, tears" that define elite competition.
"This is a beautiful evening," she added, emphasizing that the true beauty of sport lies in the effort and perseverance of its participants, not in the superficial allure of a marketing stunt. She continued, "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 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." By sharing such personal details, Hunt illustrated the often‑overlooked challenges that female athletes face, from physiological cycles to injuries and mental fatigue, none of which are captured in a glossy commercial.
Hunt was not the only athlete to voice disapproval. Former U.S.
Olympic gymnast Gracie Kramer posted a short video of herself training, captioned, "Idk what Sydney Sweeney was doing but this is what a woman in sport looks like," reinforcing the message that authentic athletic performance looks very different from a staged, eroticized photo shoot. Australian professional boxer Skye Nicolson added her perspective 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 highlights a broader cultural conversation about the exploitation of women's bodies for commercial gain, especially in industries that profit from the very sports these athletes dedicate their lives to. The backlash prompted Sweeney to post a series of images from ESPN Magazine's BODY Issue to her Instagram stories.
Those images featured celebrated athletes such as Serena Williams and Megan Rapinoe in tasteful, artistic nude portraits that celebrate the human form in the context of athletic achievement. While some interpreted Sweeney's repost as an attempt to align herself with a more respectful representation of female athletes, many critics argued that it was a deflection that failed to address the core issue: the original advert's reliance on sexualization rather than sport. The controversy touches on several deeper themes within the world of sports marketing.
Historically, women's sports have struggled for visibility, often receiving far less media coverage and sponsorship dollars than men's events. Brands sometimes resort to sexualized imagery in an effort to attract attention, operating under the assumption that this will generate higher engagement. However, research increasingly shows that audiences—especially younger fans—respond more positively to authentic storytelling that highlights athletes' journeys, challenges, and triumphs.
Moreover, the incident raises questions about the responsibility of advertisers and the platforms that host such content. Betting companies, in particular, have a vested interest in drawing in viewers, but they also bear a duty to avoid perpetuating harmful stereotypes. When a high‑profile actress is used to sell a product by presenting an unrealistic and objectifying vision of a female athlete, it can reinforce damaging narratives that undermine the progress made toward gender equality in sport.
In the wake of the criticism, several sports organizations and advocacy groups have called for clearer guidelines on how women athletes are portrayed in advertising. They argue for a shift toward campaigns that celebrate skill, determination, and the unique stories of each competitor, rather than relying on sex appeal as a shortcut to consumer interest. Some suggest that athletes themselves should have a greater say in how they are depicted, perhaps through contractual clauses that protect their image and ensure respectful representation. The dialogue sparked by Hunt's comments and the subsequent social media responses demonstrates a growing awareness among athletes and fans alike that the portrayal of women in sport matters.
It is not merely a question of aesthetics; it is about respect, equity, and the future of women's athletics. As more athletes speak out, the hope is that advertisers will listen, adapt, and ultimately create campaigns that honor the true spirit of sport—one that is built on perseverance, discipline, and the relentless pursuit of excellence, rather than on superficial allure. In summary, the controversy surrounding Sydney Sweeney's Novig advert serves as a reminder that the images used to market sports must reflect the authenticity and hard work of the athletes they aim to promote.
Amy Hunt's pointed reminder—"this is what women in sport look like"—captures the essence of the debate: the need to shift from objectification to genuine celebration of female athletic achievement.