Amy Hunt, the British sprinter who holds two European titles in the individual sprint events, has publicly rebuked the new betting advertisement featuring actress Sydney Sweeney, insisting that the commercial misrepresents the reality of women who compete in sport. In a candid interview with the BBC, Hunt said, "Sydney Sweeney, this is what women in sport look like," before enumerating the physical and emotional demands that define an athlete's daily life. She referenced the winning time of 21.4 seconds set by Melissa Jefferson‑Wooden, adding, "muscles, hard work, sweat, blood, tears. This is a beautiful evening." Her remarks were made in the wake of her own performance at the inaugural World Athletics Ultimate Championships in Budapest, where she placed fourth in the 200‑metre final.
The advertisement in question was produced for Novig, a U.S. betting firm, and features Sweeney—best known for her role in the television series "Euphoria"—dressed in minimal clothing while draped in various pieces of sporting equipment.
The visual is deliberately provocative, aiming to fuse sexual appeal with a sports theme. However, the campaign has sparked a wave of condemnation from female athletes who argue that it reduces the dedication and grit of women athletes to a mere marketing gimmick. Hunt expanded on her criticism, explaining that the ad fails to capture the less glamorous, often uncomfortable aspects of a woman's athletic career. "Obviously we've seen in the last 24 hours everything about the Sydney Sweeney ad, you know, and 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 went on to describe a particularly low moment that many athletes can relate to: "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 this personal detail, Hunt highlighted how physiological realities intersect with the high‑pressure environment of elite competition—an element that the commercial completely overlooks.
Hunt was not the only prominent sports figure to voice disapproval. Former U.S. Olympic gymnast Gracie Kramer posted a short 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 gained traction, underscoring the sentiment that authentic athletic performance, not staged sensuality, should be the focus of any sport‑related advertising. Australian boxer Skye Nicolson also weighed in on Instagram, stating, "There's a big difference between looking 'sexy' because you do sport compared to using sex to sell 'sport'." Her comment draws a clear line between confidence derived from athletic achievement and the exploitation of sexuality for commercial gain.
The backlash has forced Sweeney to respond, albeit indirectly. She shared a series of images from ESPN Magazine's BODY Issue on her Instagram Stories, featuring nude portraits of celebrated athletes such as Serena Williams and Megan Rapinoe. While the BODY Issue celebrates the human form in the context of athletic excellence, critics argue that Sweeney's choice to juxtapose these images with her own ad campaign does little to address the core concerns raised by the sporting community. The controversy raises broader questions about how women athletes are portrayed in media and advertising.
Historically, female athletes have often been subjected to a double standard: they must demonstrate peak physical performance while simultaneously conforming to conventional standards of femininity and attractiveness. Advertisers sometimes attempt to reconcile these expectations by presenting athletes in a sexualized manner, hoping to attract a wider audience.
However, many athletes, like Hunt, Kramer, and Nicolson, contend that such tactics diminish the authenticity of sport and undermine the hard work that underpins every victory. From a marketing perspective, Novig's decision to enlist a high‑profile actress rather than a real athlete may have been intended to broaden the commercial's appeal, but it inadvertently sparked a conversation about authenticity versus sensationalism. The public outcry suggests that audiences are increasingly attuned to the nuances of representation and are unwilling to accept superficial depictions that ignore the lived experiences of women in sport.
In the days following the ad's release, several sports organizations and advocacy groups have issued statements supporting the athletes' viewpoints. They emphasize the importance of showcasing real stories of perseverance, training regimens, injuries, and triumphs—elements that resonate with both aspiring athletes and fans alike. By focusing on these genuine narratives, brands can foster a more respectful and empowering connection with their target demographics.
Ultimately, the episode serves as a reminder that the intersection of sport, gender, and commercial interests is complex and requires thoughtful consideration. While advertisers seek to capture attention, they must also respect the integrity of the athletes they claim to represent. As the dialogue continues, it is likely that future campaigns will be scrutinized more closely, with a greater demand for authenticity and a deeper appreciation of what it truly means to be a woman in sport.