Amy Hunt, the British sprinter who holds two European titles in the individual sprints, responded sharply to the new betting advertisement starring actress Sydney Sweeney, insisting that the commercial misrepresents what female athletes truly look like. The advert, produced for the American gambling firm Novig, showcases the Euphoria star in a highly sexualized manner—she is scantily dressed and draped with various pieces of sports equipment, creating a visual that many in the sporting community have described as objectifying and out of touch with the realities of women’s sport. When Hunt finished fourth in the 200‑metre final at the inaugural World Athletics Ultimate Championship in Budapest, she used her platform on the BBC to call out Sweeney directly.
"Sydney Sweeney, this is what women in sport look like," she declared, juxtaposing the actress’s glossy, provocative imagery with the grit and dedication of elite competition. Hunt went on to quote the winning time of the race—21.4 seconds, posted by Melissa Jefferson‑Wooden—adding, "muscles, hard work, sweat, blood, tears.
This is a beautiful evening." Her words underscored the contrast between the raw physical effort required to compete at the highest level and the superficial, sexualized portrayal in the commercial. Hunt continued, "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. 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." By mentioning her own menstrual cycle, Hunt highlighted the everyday challenges female athletes face—issues that are rarely, if ever, addressed in mainstream advertising.
Her candidness resonated with many viewers who recognized that the lived experience of women in sport includes fatigue, injury, hormonal fluctuations, and countless unseen sacrifices. Hunt was far from the only voice raising 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." Kramer’s post emphasized the athleticism, discipline, and precision required in gymnastics, contrasting sharply with the advert’s focus on sexual appeal. Similarly, Australian boxer Skye Nicolson took to Instagram to articulate a broader critique: "There's a big difference between looking 'sexy' because you do sport compared to using sex to sell 'sport'." Nicolson’s comment draws a line between athletes who naturally exude confidence and strength through their performance and marketing campaigns that exploit sexuality as a shortcut to attract attention. The backlash prompted Sweeney to respond indirectly by sharing images from ESPN Magazine’s BODY Issue on her Instagram Stories.
Those images featured iconic athletes such as Serena Williams and Megan Rapinoe in tasteful, artistic nude photographs that celebrated the human form in the context of sport. While the BODY Issue aims to honor the physicality and diversity of athletes, many observers noted that Sweeney’s choice to juxtapose these images with her own ad could be seen as an attempt to deflect criticism rather than address the core issue: the commodification of women’s bodies for commercial gain. The controversy raises several important questions about the intersection of advertising, gender, and sport. First, it spotlights the persistent tension between commercial interests and authentic representation.
Betting companies, like many other sponsors, often seek eye‑catching visuals to stand out in a crowded market, but when those visuals rely on sexualization, they risk alienating the very athletes whose performance they profit from. Second, it underscores the need for athletes to have a stronger voice in how they are portrayed. As Hunt’s remarks demonstrate, when athletes speak out, they can shift public discourse and push brands toward more respectful, realistic depictions.
Moreover, the incident highlights the broader cultural conversation about how women’s sport is valued. While male athletes have long been celebrated for their physical prowess without the same level of scrutiny over their appearance, female athletes frequently encounter a double standard: they are expected to be both high‑performing competitors and objects of visual appeal.
This dual expectation can create a conflicted identity, where success on the track or field is sometimes overshadowed by how the athlete looks in media portrayals. In the wake of the criticism, some industry insiders suggest that advertisers could benefit from collaborating directly with athletes and sports organizations to develop campaigns that honor both the sport and the individuals involved. Such partnerships might feature athletes in authentic training environments, showcase the discipline and sacrifice required, and celebrate the diversity of bodies that excel in sport without resorting to objectification. The reaction from the sporting community also points to a growing solidarity among women athletes across disciplines.
From track and field to gymnastics to boxing, these athletes are leveraging their platforms—whether through social media, interviews, or public statements—to demand more respectful representation. Their unified stance sends a clear message: the narrative surrounding women in sport should be shaped by athletes themselves, not by marketers looking for quick visual hooks. As the debate continues, it remains to be seen whether Novig or other betting firms will adjust their marketing strategies in response to the outcry.
What is evident, however, is that the conversation has ignited a broader awareness of the need for authenticity in sports advertising. By listening to athletes like Amy Hunt, Gracie Kramer, and Skye Nicolson, brands have an opportunity to evolve, creating campaigns that celebrate the true essence of sport—hard work, perseverance, and the unfiltered reality of what it means to be a woman competing at the highest level.