Amy Hunt, the British sprinter who holds two European titles in the individual sprints, responded sharply to Sydney Sweeney's latest betting promotion, insisting that the actress's portrayal bears little resemblance to the reality of women who compete in sport. In the commercial for the U.S.
betting firm Novig, the actress from the hit series Euphoria appears in a scantily‑clad ensemble, draped only in sports equipment, and the clip quickly sparked a wave of condemnation from female athletes worldwide. Hunt, who had just finished fourth in the 200‑metre final at the inaugural World Athletics Ultimate Championships in Budapest, took to the BBC microphone to deliver a pointed rebuke. "Sydney Sweeney, this is what women in sport look like," she said, before listing the hard‑won statistics of her own performance: a winning time of 21.4 seconds recorded by Melissa Jefferson‑Wooden, the sheer muscle power, the relentless training, the sweat, the blood and the tears that accompany every competition.
"This is a beautiful evening," she added, underscoring that the true beauty of sport lies in effort and achievement, not in sexualized imagery. She continued, noting that the past 24 hours had been dominated by discussion of the Sweeney ad.
"When you're a woman in sport, it's not pretty. It's not glamorous.
It's not sexy all the time, definitely not," Hunt explained. She described the less glamorous moments that athletes endure: "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." Her candid admission highlighted the very human, often uncomfortable realities that elite competitors face, from physiological cycles to injuries and fatigue, none of which fit neatly into a seductive marketing narrative. Hunt was far from the only athlete to voice disapproval.
Former U.S. Olympic gymnast Gracie Kramer posted a short video of herself training, captioned, "Idk what Sydney Sweeney was doing but this is what a woman in sport looks like," drawing a direct contrast between authentic athletic effort and the glossy, objectified portrayal in the ad. 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'." Both comments reinforced a growing sentiment among women athletes that their bodies should be celebrated for performance, not reduced to a marketing prop. In what appeared to be a defensive move, Sweeney shared a series of images from ESPN Magazine's BODY Issue on her Instagram stories.
The BODY Issue is known for featuring athletes such as Serena Williams and Megan Rapinoe in tasteful, artistic nude photographs that aim to honor the human form as a vehicle of strength and skill. By aligning herself with these images, Sweeney seemed to suggest that her own commercial was part of a broader conversation about the athletic body, though critics argued that the context of a betting advertisement fundamentally differed from the celebratory intent of the BODY Issue.
The controversy raises broader questions about the line between empowerment and exploitation in sports marketing. While some argue that showcasing strong, confident women can inspire audiences, many athletes contend that the inclusion of overt sexualization—especially when it is not directly tied to the sport itself—diminishes the authenticity of their work and reduces them to objects of desire.
The backlash against the Novig ad reflects a growing awareness among female athletes that they deserve representation that acknowledges their dedication, discipline, and the physical challenges they overcome, rather than a superficial veneer designed to attract viewers. Beyond the immediate criticism, the incident has sparked a wider dialogue within the sports community about how brands should approach female representation. Industry experts note that advertisers have a responsibility to collaborate with athletes in a way that respects their expertise and lived experience.
This includes consulting with athletes during the creative process, ensuring that any depiction aligns with the values of the sport, and avoiding clichés that rely on sexual appeal as a shortcut to attention. In response to the uproar, several sports organizations have issued statements reaffirming their commitment to authentic representation. They emphasize that the narrative of a female athlete should focus on performance metrics, personal stories of perseverance, and the joy of competition. By shifting the focus away from visual titillation, brands can foster deeper connections with audiences who appreciate the true spirit of sport.
The debate also highlights the importance of athlete advocacy. Figures like Hunt, Kramer, and Nicolson use their platforms not only to critique a single advertisement but to champion a broader cultural shift toward respectful portrayal.
Their willingness to speak out—despite potential backlash from sponsors and media—demonstrates a growing empowerment among women athletes to shape their own narratives. As the conversation continues, it remains to be seen how betting companies and other sponsors will adapt their marketing strategies.
Will they heed the athletes' calls for more nuanced, performance‑focused content, or will they persist in leveraging sexualized imagery for quick gains? The outcome will likely influence future collaborations between sports figures and commercial brands, setting a precedent for how women's athleticism is celebrated—or commodified—in the public eye.
In summary, Amy Hunt's pointed response to Sydney Sweeney's Novig advert has ignited a significant discussion about authenticity, respect, and the appropriate use of female athletic bodies in advertising. By juxtaposing the gritty realities of training, competition, and even bodily functions against a glossy, sexualized commercial, Hunt and her fellow athletes have underscored that true representation must honor the hard work, dedication, and humanity inherent in sport.