Amy Hunt, the British sprinter who recently claimed the double European individual sprint titles, responded sharply to Sydney Sweeney's new betting advertisement, asserting that the commercial does not represent the reality of women in sport. The advertisement, created for the U.S. betting firm Novig, features the actress best known for her role in "Euphoria" draped scantily in sports gear and posing provocatively.
The campaign has sparked a wave of criticism from female athletes who argue that it reduces their hard‑won achievements to a sexualized marketing ploy. 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 directly addressed Sweeney. "Sydney Sweeney, this is what women in sport look like," she said, before listing the metrics that define her performance: "21.4 seconds, muscles, hard work, sweat, blood, tears. This is a beautiful evening." Hunt emphasized that the image of an athlete is built on relentless training and personal sacrifice, not on the kind of glossy, objectified portrayal presented in the commercial.
She went on to explain that the past 24 hours had been dominated by discussions about the advert, noting that for women who compete, the reality is far from glamorous or constantly sexy. "There are low moments too," Hunt added. She recounted that she arrived at the championship with her period starting the day before—a physiological detail that athletes often have to manage discreetly and that is rarely highlighted in mainstream media. "That's not ideal, and it's not something you plan for," she said, underscoring how the everyday challenges of female athletes are invisible in the glossy ad narrative.
Hunt was not the only sportsperson to voice disapproval. Former U.S. Olympic gymnast Gracie Kramer posted a short video of herself training, captioning it, "Idk what Sydney Sweeney was doing but this is what a woman in sport looks like," juxtaposing her own athletic effort against the commercial's aesthetic.
Australian boxer Skye Nicolson added a pointed comment on Instagram, stating, "There's a big difference between looking 'sexy' because you do sport compared to using sex to sell 'sport'." Both remarks highlight a shared sentiment among athletes: that genuine athleticism should not be conflated with sexual appeal for commercial gain. In what appears to be a defensive maneuver, Sweeney responded by sharing a series of images from ESPN Magazine's iconic BODY Issue on her Instagram Stories. Those photographs feature celebrated athletes such as Serena Williams and Megan Rapinoe in artistic, often nude, poses that celebrate the human form in the context of sport.
By aligning herself with these images, Sweeney may be attempting to shift the conversation toward body positivity, yet many critics argue that the comparison is tenuous. The BODY Issue is renowned for its respectful, athlete‑centric portrayal, whereas Sweeney's ad has been criticized for using scant clothing and suggestive positioning primarily to attract attention to a betting platform. The backlash against the advert reflects broader concerns about how women's sports are marketed. While male athletes have long been depicted in powerful, sometimes aggressive, visual narratives that emphasize strength and competition, female athletes frequently encounter a double standard that pressures them to conform to conventional standards of beauty and sexuality.
This dichotomy can undermine the perception of women's sports as serious, competitive arenas and instead frames them as ancillary entertainment. Industry observers note that the betting sector, eager to tap into the growing popularity of women's athletics, often resorts to sensationalist imagery to capture a wider audience.
However, the strategy can backfire when the target demographic—female athletes and their supporters—perceives the approach as disrespectful. The controversy surrounding Sweeney's advert may prompt betting companies and advertisers to reconsider how they integrate sport into their campaigns, potentially moving toward more authentic representations that honor athletic achievement rather than exploiting it. In the wake of the criticism, several athletes have called for a more inclusive dialogue about the portrayal of women in sport.
They argue for marketing that showcases the dedication, resilience, and skill that define their careers. By highlighting the physical and emotional toll of training, competition, and even the biological realities of being a female athlete, they hope to shift public perception toward a deeper appreciation of women's contributions to sport. The incident also raises questions about the role of celebrities in sports advertising.
While high‑profile figures like Sweeney can draw attention to a brand, their involvement must be balanced with sensitivity to the communities they are representing. Missteps can lead to public relations challenges and alienate the very audience the campaign aims to attract. As the conversation continues, it remains clear that athletes like Amy Hunt, Gracie Kramer, and Skye Nicolson are unwilling to let their sport be reduced to a backdrop for sexualized marketing.
Their outspoken responses serve as a reminder that authenticity, respect, and accurate representation are essential when celebrating women's achievements on the track, the mat, the ring, or any other arena where they compete.