Amy Hunt, the British sprinter who recently secured a double European title in the individual sprints, responded sharply to actress Sydney Sweeney's new betting advertisement, asserting that the commercial misrepresents the reality of women in sport. The ad, produced for the American betting firm Novig, features Sweeney—best known for her role in the series "Euphoria"—dressed in minimal clothing and draped with various pieces of sporting equipment. The provocative imagery sparked a wave of condemnation from athletes and commentators who argued that it reduces female athletes to sexual objects rather than celebrating their dedication and performance.
During a post‑race interview on the BBC, Hunt directly addressed Sweeney, saying, "Sydney Sweeney, this is what women in sport look like." She went on to reference the winning time of Melissa Jefferson‑Wooden—21.4 seconds in the 200‑metre final—emphasizing that the true picture of a female athlete consists of "muscles, hard work, sweat, blood, tears" and the collective effort that makes a competition a "beautiful evening." Hunt highlighted that the glamour and sex appeal often associated with media portrayals are far from the day‑to‑day experience of training, injury management, and personal challenges. 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'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 sharing this candid detail, Hunt underscored how athletes must contend with physiological realities that are rarely, if ever, highlighted in glossy marketing campaigns. Hunt's remarks resonated with a broader chorus of criticism.
Former U.S. Olympic gymnast Gracie Kramer posted a short video of herself executing a routine, captioning it, "Idk what Sydney Sweeney was doing but this is what a woman in sport looks like." The contrast between the raw, sweat‑soaked effort of a gymnast and the stylized, semi‑nude advertisement was stark, reinforcing the message that authentic athleticism cannot be captured by a series of provocative poses. Australian boxer 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'." Nicolson's comment draws attention to a long‑standing debate about the line between empowerment and exploitation. While many female athletes embrace confidence and personal style as part of their identity, they often reject the notion that their bodies should be leveraged primarily as marketing tools for unrelated industries.
The controversy also prompted a reaction from Sweeney herself. In what appeared to be an attempt to defuse the criticism, she shared a series of images from ESPN Magazine's BODY Issue on her Instagram stories. Those images featured celebrated athletes such as Serena Williams and Megan Rapinoe, both of whom have been photographed nude or semi‑nude in the context of celebrating athletic form and strength. By juxtaposing these iconic sports figures with her own ad, Sweeney seemed to argue that the representation of the athletic body can be both artistic and empowering.
However, critics pointed out that the context differs: the BODY Issue photographs are editorial, aimed at highlighting the physical excellence of athletes, whereas the Novig commercial explicitly ties a sexualized portrayal to a betting product, blurring the line between sport and commerce. The debate touches on several broader issues within sports marketing. First, there is the question of consent and agency.
While many athletes willingly participate in campaigns that showcase their physiques, the power dynamics between large betting firms, entertainment celebrities, and individual athletes can create pressure to conform to a narrow aesthetic. Second, the incident raises concerns about the impact on young fans, especially girls, who look to athletes as role models. When the dominant visual narrative equates success with sexual allure, it can send mixed messages about what is valued in sport—performance or appearance. Historically, the tension between athletic achievement and sexualization is not new.
In the 1990s, tennis star Anna Kournikova was often marketed for her looks rather than her on‑court results, while more recent examples include the use of soccer players' images in fashion spreads that emphasize physique over skill. The current controversy underscores a growing awareness among athletes that they are no longer passive subjects of marketing; they are increasingly vocal about how their images are used. In response to the backlash, several advocacy groups for women's sport have called for clearer guidelines on how athletes can be represented in advertising. They argue that any partnership with brands—especially those related to gambling, alcohol, or other potentially harmful products—should be transparent, respectful, and aligned with the values of sport integrity.
Ultimately, the conversation sparked by Hunt's pointed remarks and the ensuing social media responses highlights a critical cultural shift. Female athletes are demanding that their hard work, dedication, and the physical realities of training be recognized rather than reduced to eye‑catching visuals designed to sell unrelated products.
As the dialogue continues, it may lead to more thoughtful collaborations that celebrate athleticism on its own terms, ensuring that the representation of women in sport remains authentic, empowering, and free from undue sexualization.