Amy Hunt, the British sprint champion who recently secured double European titles, responded sharply to Sydney Sweeney's provocative betting advertisement, emphasizing that the image portrayed in the commercial does not reflect the reality of women in sport. The ad, produced for the American wagering firm Novig, features the actress from the series "Euphoria" scantily clad and draped in various pieces of sports equipment.
Its release sparked a wave of disapproval across the female athletic community, who argued that the portrayal was both misleading and objectifying. During a post‑race interview on the BBC after finishing fourth in the 200‑metre final at the inaugural World Athletics Ultimate Championships in Budapest, Hunt addressed Sweeney directly. "Sydney Sweeney, this is what women in sport look like," she said, before listing the concrete elements that define a competitor's experience: "21.4 seconds – the winning time posted by Melissa Jefferson‑Wooden – muscles, hard work, sweat, blood, tears.
This is a beautiful evening." Hunt went on to explain that the past 24 hours had been dominated by discussion of the controversial ad, noting that the reality for female athletes is far from the glossy, sexualized imagery presented in the commercial. "When you're a woman in sport, it's not pretty. It's not glamorous.
It's not sexy all the time, definitely," she said. She added a personal anecdote to illustrate the everyday challenges athletes face: "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." She was not alone in her condemnation. 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," underscoring the disconnect between the ad's fantasy and the gritty reality of training.
Australian professional boxer 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 backlash prompted Sweeney to share a series of images from ESPN Magazine's BODY Issue on her Instagram Stories. Those images featured celebrated athletes such as Serena Williams and Megan Rapinoe in artistic nude poses, perhaps an attempt to contextualize the human form in sport, but many observers felt it was a deflection rather than an acknowledgment of the criticism. The controversy touches on a broader conversation about how women's sports are marketed and the fine line between celebrating the athletic body and exploiting it for commercial gain.
Historically, female athletes have often been presented through a lens that emphasizes appearance over performance, a trend that many modern athletes and advocates are actively fighting against. The current debate reflects a growing demand for authenticity: fans and athletes alike want to see the dedication, sacrifice, and physicality that define elite competition, not a sanitized, sexualized version that serves primarily to attract a male gaze. In recent years, several high‑profile campaigns have attempted to strike a more respectful balance.
For instance, Nike's "Dream Crazier" ad celebrated the achievements of women athletes while acknowledging the obstacles they face, and Adidas' "She Breaks Barriers" series highlighted stories of perseverance without resorting to overt sexual imagery. These examples stand in stark contrast to the Novig advert, which many argue reduces sport to a backdrop for titillation. Beyond the visual aspects, the controversy also raises questions about the responsibilities of brands that sponsor sporting events and athletes.
Betting companies, in particular, have a vested interest in drawing attention to their platforms, but they must consider the ethical implications of the narratives they promote. When a brand chooses to depict a sport through a lens that prioritizes sexual appeal over athletic achievement, it risks alienating the very community it seeks to engage. Athletes like Hunt, Kramer, and Nicolson are using their platforms to call for a shift in how women's sport is portrayed. Their statements serve as a reminder that the lived experiences of athletes involve rigorous training schedules, injury management, mental health challenges, and, yes, the occasional personal inconvenience such as an unexpected menstrual cycle during competition.
These realities are far more compelling and relatable than a glossy ad that reduces a complex sport to a series of suggestive poses. The conversation also extends to media coverage. Studies have shown that women's sports receive significantly less airtime and are often described with language that emphasizes femininity over performance. When an ad like Sweeney's appears, it can reinforce stereotypes that women's sports are secondary or need to be 'spiced up' to be marketable.
Critics argue that the solution lies in increased visibility for female athletes based on merit, storytelling that respects their dedication, and marketing that highlights the competitive spirit rather than relying on sexual appeal. In response to the criticism, some defenders of the ad argue that artistic expression and personal agency should be respected, pointing out that Sweeney, as an adult performer, chose to participate in the campaign. However, opponents counter that the power dynamics between a major betting firm and a high‑profile actress can obscure genuine consent, especially when the final product influences public perception of an entire demographic. As the debate continues, many hope that this incident will serve as a catalyst for more thoughtful advertising strategies.
Brands may begin to collaborate directly with athletes to co‑create content that authentically represents the sport, ensuring that the narrative aligns with the athletes' values and experiences. Such partnerships could lead to campaigns that celebrate strength, resilience, and the unique journeys of women in sport, while still achieving commercial objectives. In summary, Amy Hunt's pointed rebuke of Sydney Sweeney's Novig advert sparked a wider dialogue about the portrayal of female athletes in media and marketing. By highlighting the contrast between the ad's superficial allure and the genuine, often arduous reality of athletic competition, Hunt and her fellow critics have underscored the need for respectful, accurate representation.
The ongoing discourse suggests a growing appetite for change, urging brands, media outlets, and advertisers to move beyond reductive imagery and toward narratives that honor the true spirit of women in sport.