Amy Hunt, the British sprinter who recently clinched two European titles in the individual sprint events, responded sharply to a new betting advertisement featuring actress Sydney Sweeney. In a televised interview with the BBC, Hunt told the 29‑year‑old star that the commercial’s portrayal was far from what real women athletes look like. The ad, produced for the American betting firm Novig, shows Sweeney in a highly sexualised setting: she is scantily clad, draped in sports equipment, and positioned more as a visual object than a genuine representation of sport. The campaign has sparked a wave of criticism from female athletes and sports commentators who argue that it reduces women’s athleticism to a marketing gimmick.
When asked about the ad after finishing fourth in the 200‑metre final at the inaugural World Athletics Ultimate Championship in Budapest, Hunt did not mince words. "Sydney Sweeney, this is what women in sport look like," she said, then listed the elements that define an athlete’s experience: "21.4 seconds – the winning time of Melissa Jefferson‑Wooden – muscles, hard work, sweat, blood, tears. This is a beautiful evening." By highlighting the specific performance metric and the physical dedication required, Hunt underscored the stark contrast between genuine athletic achievement and the superficial image presented in the commercial. Hunt continued, noting that the ad’s focus on sex appeal ignored 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 ideal, and that’s not ever what you try to plan for." Her comment about her menstrual cycle serves as a reminder that athletes contend with physiological challenges that are rarely, if ever, shown in promotional material. The candid admission also humanises elite competitors, showing that they manage personal health issues while striving for peak performance. Hunt’s remarks resonated with other athletes who took to social media to voice similar concerns. Former U.S.
Olympic gymnast Gracie Kramer posted a video of herself training, captioning it, "Idk what Sydney Sweeney was doing but this is what a woman in sport looks like." By juxtaposing her own rigorous routine with the ad’s glossy aesthetic, Kramer emphasized the disparity between authentic sport and commercial exploitation. Australian boxer Skye Nicolson added another layer to the conversation, writing on Instagram, "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 issue: the tendency to sexualise female athletes for profit, rather than celebrating their skill and dedication. The backlash prompted Sweeney to respond indirectly.
She shared a series of images from ESPN Magazine’s BODY Issue on her Instagram stories, featuring nude portraits of athletes such as Serena Williams and Megan Rapinoe. While the BODY Issue aims to showcase the physical form of athletes in an artistic context, critics argue that Sweeney’s choice of images does little to address the core criticism—that her own advert reduces sport to a sexual spectacle. Instead, it may be seen as an attempt to align herself with a more respectful portrayal of athletes, though the timing suggests a defensive reaction rather than a genuine dialogue. The controversy raises important questions about how women’s sports are marketed.
Betting companies, apparel brands, and media outlets frequently use attractive imagery to capture attention, but when that imagery eclipses the athletic achievements it purports to celebrate, it can undermine the very sport it seeks to promote. For athletes like Hunt, who devote countless hours to training, nutrition, recovery, and mental preparation, such reductive portrayals feel dismissive and demeaning.
Their bodies are not props; they are the result of disciplined effort, strategic planning, and often, personal sacrifice. Beyond the immediate criticism, the incident invites a broader discussion about representation in sports advertising. Studies have shown that women’s sports receive far less media coverage than men’s, and when they are featured, the focus often shifts to appearance rather than performance.
This creates a feedback loop where sponsors believe that sexualised imagery will attract audiences, reinforcing stereotypes and limiting opportunities for athletes to be recognized for their skill. The result is a cultural environment where female athletes must constantly fight for respect, both on and off the field.
In response to the growing outcry, some industry insiders have called for clearer guidelines on how athletes are depicted in marketing campaigns. They argue for a collaborative approach that involves athletes in the creative process, ensuring that any portrayal aligns with their values and accurately reflects the sport’s integrity. Such measures could include requiring athletes’ consent for the use of their likeness in sexualised contexts, providing transparency about the intent of the campaign, and fostering partnerships that celebrate athletic achievement rather than exploiting it. The conversation sparked by Hunt’s statement also highlights the importance of athlete advocacy.
By speaking out, Hunt and her fellow athletes are not only defending their own image but also paving the way for future generations of women who may look up to them. Their willingness to challenge powerful brands demonstrates that athletes can be influential voices in cultural debates, leveraging their platforms to demand more respectful and authentic representation. In summary, Amy Hunt’s pointed response to Sydney Sweeney’s betting advert has ignited a wider discussion about the sexualisation of women’s sport in advertising.
While the commercial aimed to capture attention through provocative imagery, athletes across disciplines have underscored that true representation should focus on performance, dedication, and the lived realities of competitors. The incident serves as a reminder that respect for athletes extends beyond the track, field, or ring—it must also be reflected in how they are portrayed to the public.