British sprinter Amy Hunt responded sharply to actress Sydney Sweeney's provocative betting commercial, asserting that the advertisement misrepresents what female athletes truly look like. The spot, produced for the U.S. wagering firm Novig, features the 29‑year‑old star of "Euphoria" scantily clad and draped in various pieces of sports equipment. The visual, intended to be eye‑catching, sparked a wave of criticism from women in the sporting world who felt it reduced their hard‑earned achievements to a sexualised gimmick.
Hunt, a double European champion in the individual sprint events, addressed the issue directly after she finished fourth in the 200‑metre final at the inaugural World Athletics Ultimate Championships in Budapest. Speaking to the BBC, she said, "Sydney Sweeney, this is what women in sport look like." She went on to list the tangible metrics and sacrifices that define an elite athlete’s career: "21.4 seconds – the winning time of Melissa Jefferson‑Wooden – muscles, hard work, sweat, blood, tears. This is a beautiful evening." She continued, "Obviously we've seen in the last 24 hours everything about the Sydney Sweeney ad, 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 are 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." Hunt's remarks highlighted the everyday realities that elite athletes contend with – rigorous training schedules, physiological cycles, injuries, and the mental strain of competition – none of which are captured by a glossy, objectified image. Her candid description of dealing with a menstrual cycle on the day of a major final underscored how female athletes must navigate bodily processes that are often ignored or stigmatised in mainstream media.
She was not the only sportsperson 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 resonated with many followers, emphasizing that the true essence of athleticism lies in skill, dedication, and performance rather than sexual appeal. Australian boxer Skye Nicolson added her perspective on Instagram, writing, "There's a big difference between looking 'sexy' because you do sport compared to using sex to sell 'sport'." Her comment drew a clear line between confidence that stems from physical competence and the exploitation of a woman's body for commercial gain. The controversy also sparked a broader conversation about the representation of women in sports advertising. Critics argued that the industry frequently leans on sexualised imagery to attract viewers, often at the expense of celebrating genuine athletic prowess.
They pointed out that such tactics can perpetuate harmful stereotypes, suggesting that a woman's value in sport is tied to her appearance rather than her achievements. In what appeared to be a defensive maneuver, Sweeney shared a series of images from ESPN Magazine's BODY Issue on her Instagram stories. The BODY Issue is known for its artistic, nude portraits of athletes, including tennis legend Serena Williams and soccer star Megan Rapinoe. By highlighting these photographs, Sweeney seemed to suggest that nudity and the celebration of the athletic form can coexist with respect.
However, many observers noted that the context of the BODY Issue – a curated editorial spread focusing on strength and vulnerability – differs significantly from a commercial that uses scant clothing as a marketing hook. The backlash against the Novig advert underscores a growing demand for more authentic and respectful portrayals of female athletes. Advocates call for campaigns that showcase the intensity of training, the strategic mindset required for competition, and the personal stories that drive athletes forward. They argue that such narratives not only empower women in sport but also resonate more deeply with audiences seeking genuine inspiration.
Beyond the immediate criticism, the incident may have longer‑term implications for advertising standards. Brands are increasingly being held accountable for the messages they send, especially when those messages intersect with gender representation. Companies that ignore the concerns of the communities they depict risk alienating consumers and facing public relations challenges.
In summary, Amy Hunt and other prominent sportswomen have used their platforms to challenge a commercial that they feel trivialises the dedication, effort, and reality of women's sport. Their statements bring to light the disparity between the lived experience of athletes – marked by rigorous training, physical challenges, and personal sacrifice – and a marketing approach that reduces that experience to a superficial visual. The ongoing dialogue serves as a reminder that authentic representation matters, and that the true image of a woman in sport is built on performance, perseverance, and passion, not merely on visual allure.