Amy Hunt, the British sprinter who holds two European individual sprint titles, has publicly rebuked the new betting advertisement featuring Hollywood actress Sydney Sweeney, insisting that the commercial does not represent the reality of women in sport. In a candid interview with the BBC, Hunt said, "Sydney Sweeney, this is what women in sport look like," before listing the metrics that define an athlete's performance: a winning time of 21.4 seconds by Melissa Jefferson‑Wooden, the muscle work, the relentless training, the sweat, the blood and the tears that accompany every competition. She described the atmosphere at the World Athletics Ultimate Championships in Budapest as "a beautiful evening," but also highlighted how the ad’s portrayal starkly contrasts with the day‑to‑day experience of female competitors.
The advertisement in question was produced for Novig, an American betting firm, and depicts Sweeney—best known for her role in the series Euphoria—dressed in minimal clothing and draped in sports equipment. The visual strategy appears to rely on sexualized imagery rather than an authentic celebration of athleticism.
The ad quickly attracted criticism from the global community of women athletes, who argued that it reduces sport to a marketing gimmick and overlooks the hard work and dedication required to compete at elite levels. Hunt’s comments went beyond a simple rebuttal. She explained that, as a woman who has just completed a grueling 200‑meter final—finishing fourth at the inaugural World Athletics Ultimate Championship—she knows that the reality of sport is far from glamorous or consistently sexy.
"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, emphasizing that athletes also endure low moments and personal challenges.
She shared a personal anecdote about arriving at the championship while dealing with the onset of her menstrual cycle, noting that such issues are rarely accounted for in the polished narratives presented by advertisers. Hunt’s remarks resonated with other prominent female athletes who also took to social media to voice their displeasure. Former U.S.
Olympic gymnast Gracie Kramer posted a video of herself training with the caption, "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 genuine effort required in gymnastics. Australian boxing champion Skye Nicolson added a pointed comment on Instagram: "There's a big difference between looking 'sexy' because you do sport compared to using sex to sell 'sport'." Both statements highlighted a shared sentiment: the commercial exploits sexuality rather than honoring athletic achievement. The backlash prompted Sweeney to respond indirectly by sharing a series of images from ESPN Magazine's BODY Issue on her Instagram stories.
The BODY Issue is known for showcasing athletes such as Serena Williams and Megan Rapinoe in artistic, often nude, portraits that celebrate the form and function of the human body in motion. By reposting these images, Sweeney may have been attempting to align herself with a more respectful representation of athletes, though the gesture was seen by many as insufficient given the original ad’s tone. The controversy raises broader questions about the ethics of using sexualized imagery to market sports betting and other products. While advertisers argue that such visuals attract attention and drive sales, critics contend that they perpetuate harmful stereotypes and diminish the credibility of female athletes.
The debate also touches on the responsibility of public figures—especially those with large platforms—to consider the impact of their collaborations on the communities they influence. In the weeks following the ad's release, several sports organizations and advocacy groups issued statements urging brands to adopt more authentic and respectful portrayals of athletes. They called for campaigns that focus on performance metrics, personal stories of perseverance, and the inclusive nature of sport, rather than relying on sensationalist tactics. For Hunt, the experience has reinforced her role as an ambassador for women's athletics.
She continues to compete at the highest level, training for upcoming international meets and using her platform to promote a more accurate image of what it means to be a female athlete. Her message to young girls aspiring to enter sport is clear: success is measured in seconds, in dedication, and in the willingness to push through both physical and personal challenges—not in the way a commercial chooses to frame them.
The incident serves as a reminder that the narrative surrounding women in sport must be shaped by the athletes themselves, not by external marketers seeking quick attention. As the conversation evolves, it is likely that more athletes will speak out, encouraging brands to rethink their strategies and prioritize authenticity over sensationalism.