Amy Hunt, a two‑time European champion in the sprint events, publicly rebuked the new advertising campaign launched by actress Sydney Sweeney for the American betting firm Novig. In a candid interview with the BBC, Hunt emphasized that the commercial does not reflect the reality of women who compete at the highest levels of sport. She said, "Sydney Sweeney, this is what women in sport look like," before listing the concrete attributes that define an elite athlete: a winning time of 21.4 seconds – the mark set by Melissa Jefferson‑Wooden in the race – raw muscular development, countless hours of training, sweat, blood, and even tears.
Hunt described the evening of the World Athletics Ultimate Championships in Budapest as "beautiful" because it showcased genuine effort and achievement, not a staged, sexualised image. The Novig advert features Sweeney, best known for her role in the Netflix series "Euphoria," draped in minimal clothing and surrounded by sports equipment in a manner that many observers have called provocative and out of touch.
The campaign, which aims to associate the excitement of betting with the thrill of athletic competition, has sparked a wave of criticism from the female sporting community, who argue that it reduces women athletes to objects of desire rather than celebrating their skill and dedication. Hunt’s comments were prompted by her own experience at the inaugural World Athletics Ultimate Championship, where she placed fourth in the 200‑metre final. While she did not win a medal, she used the platform to highlight the less glamorous aspects of being a professional athlete. "Obviously we've seen in the last 24 hours everything about the Sydney Sweeney ad," she said, "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's 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." Hunt’s remarks resonated with other high‑profile women in sport who took to social media to voice similar concerns.
Former U.S. Olympic gymnast Gracie Kramer posted a video of herself performing a routine, captioning it, "Idk what Sydney Sweeney was doing but this is what a woman in sport looks like." The post quickly garnered thousands of likes and comments, many of which praised the authenticity of the footage and condemned the commercial’s reliance on sexual imagery. Australian boxing champion Skye Nicolson also weighed in, writing on Instagram, "There's a big difference between looking 'sexy' because you do sport compared to using sex to sell 'sport'." Her succinct statement underscored a broader conversation about the line between celebrating the physical confidence that comes from athletic training and exploiting that confidence for commercial gain. The backlash against the advertisement reflects a growing awareness among athletes and fans that representation matters.
Women in sport have historically fought for equal coverage, sponsorship opportunities, and respect. While some marketing campaigns have successfully highlighted female athletes’ power without resorting to objectification—think of the Nike "Dream Crazier" ad featuring Serena Williams—others continue to fall back on outdated tropes that equate a woman's value with her appearance.
In what appears to be a defensive move, Sydney Sweeney responded to the criticism by sharing 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, showcasing the human form in a way that emphasizes strength, vulnerability, and the beauty of the body in motion.
Among the images she posted were nude photographs of tennis legend Serena Williams and soccer star Megan Rapinoe, both of whom have previously spoken out about body positivity and the importance of representing female athletes in a respectful manner. By juxtaposing the controversial Novig ad with the more tasteful BODY Issue photos, Sweeney may be attempting to argue that the portrayal of an athletic body can be both powerful and aesthetically appealing without being exploitative. However, critics point out that the context matters: the BODY Issue is a curated editorial spread that celebrates athleticism, whereas the Novig commercial was created to sell a betting product, and its primary focus appears to be on sexual appeal rather than sport.
The incident has reignited discussions within advertising agencies about the ethical responsibilities of brands when they involve athletes or sports imagery. Many marketers now recognize that consumers, especially younger audiences, are increasingly skeptical of campaigns that seem to commodify bodies for profit.
In response, some agencies are hiring diversity and inclusion consultants to review creative concepts before they go public. For athletes like Hunt, the controversy is more than a momentary media flash; it is a reminder that their lived experiences—training regimens, injuries, menstrual cycles, mental health struggles—are often invisible to the public eye. By speaking out, Hunt and her fellow sportswomen are demanding that future campaigns reflect the true breadth of what it means to be a woman in sport: dedication, resilience, and the everyday realities that accompany elite performance. As the conversation continues, it is likely that brands will face heightened scrutiny over how they portray female athletes.
The hope among many is that this scrutiny will lead to more authentic, respectful, and empowering representations that celebrate athletic achievement without resorting to sensationalism. In the meantime, athletes like Amy Hunt will keep using their platforms to ensure that the narrative surrounding women in sport remains grounded in truth rather than fantasy.