Amy Hunt, the British sprinter who recently claimed double European titles in the individual sprints, responded sharply to Sydney Sweeney's provocative betting advertisement, reminding viewers that the image of a woman in sport looks very different from the one presented in the commercial. The ad, produced for the American wagering firm Novig, features the Euphoria actress draped in minimal clothing and surrounded by sports equipment, a visual that has sparked a wave of criticism across the female athletic community. During a post‑race interview on the BBC, Hunt, who had just finished fourth in the 200‑metre final at the inaugural World Athletics Ultimate Championships in Budapest, addressed Sweeney directly.
"Sydney Sweeney, this is what women in sport look like," she said, before enumerating the hard‑earned metrics that define elite performance: "21.4 seconds – the winning time of Melissa Jefferson‑Wooden – muscles, hard work, sweat, blood, tears. This is a beautiful evening." Hunt went on to explain that the reality of being a female athlete is far from the glossy, sexualised portrayal suggested by the advert. "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," she remarked.
She added a personal anecdote to illustrate the unpredictable challenges athletes face: "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." Her comments resonated with a broader chorus of athletes who took to social media to denounce the commercial. Former U.S. Olympic gymnast Gracie Kramer posted a video of herself in competition, captioning it, "Idk what Sydney Sweeney was doing but this is what a woman in sport looks like," emphasizing the contrast between genuine athletic effort and staged sexualisation.
Australian boxing champion Skye Nicolson added her voice on Instagram, stating, "There's a big difference between looking 'sexy' because you do sport compared to using sex to sell 'sport'." The backlash prompted Sweeney to respond indirectly by sharing a series of images from ESPN Magazine's BODY Issue on her Instagram stories. Those pictures featured celebrated athletes such as Serena Williams and Megan Rapinoe in artistic nude poses, perhaps an attempt to reframe the conversation around athletic bodies and empowerment, though many observers noted that the move seemed more like a deflection than an acknowledgement of the core criticism.
The controversy highlights an ongoing debate about how women's sports are marketed and represented in media. On one hand, advertisers argue that eye‑catching visuals attract attention and drive revenue for betting platforms and sporting events.
On the other hand, athletes contend that such tactics reduce their dedication, discipline, and physical achievements to mere aesthetic objects for consumption. The tension is especially pronounced in a landscape where women's sports are still fighting for equal coverage, sponsorship, and respect. For athletes like Hunt, the message is clear: the narrative around women's sport should centre on performance metrics—times, distances, records—and the personal sacrifices behind them, not on a superficial veneer of sex appeal. In her own career, Hunt has demonstrated the kind of commitment she describes.
Training for sprint events at the elite level involves multiple daily sessions, rigorous strength and conditioning work, precise nutrition plans, and careful injury prevention strategies. The physical toll includes muscle soreness, joint strain, and the mental pressure of constantly delivering peak performances on the world stage. Moreover, Hunt's candid reference to her menstrual cycle underscores the often‑overlooked physiological realities female athletes navigate. Hormonal fluctuations can affect energy levels, recovery rates, and overall performance, yet they remain a taboo topic in many sporting circles.
By openly discussing her period during a major championship, Hunt not only humanises the athlete experience but also pushes for greater awareness and support for women's health in sport. The broader community response also reflects a growing solidarity among women athletes across disciplines. From gymnastics to boxing, from track and field to soccer, female competitors are increasingly using their platforms to challenge reductive portrayals.
This collective pushback serves as a reminder that athletes are not merely bodies to be displayed but individuals with stories, ambitions, and a right to be represented with dignity. In the wake of the controversy, some industry observers suggest that advertisers could adopt more authentic storytelling approaches. Instead of relying on sexualised imagery, campaigns could spotlight athletes' journeys, training regimens, and personal triumphs, thereby resonating with audiences who value authenticity. Such strategies could also align better with the values of sports fans who appreciate the dedication behind every medal and record.
While Sydney Sweeney's ad may have generated buzz, the ensuing dialogue has amplified a crucial conversation about respect, representation, and the true essence of women's sport. Athletes like Amy Hunt, Gracie Kramer, and Skye Nicolson have used their voices to assert that the real beauty of sport lies in perseverance, sweat, and the relentless pursuit of excellence—not in the fleeting allure of a staged photo shoot.
Their stance invites advertisers, media outlets, and fans alike to reconsider how they celebrate and support women who dedicate their lives to athletic achievement.