British sprinter Amy Hunt responded sharply to the controversial betting advertisement featuring actress Sydney Sweeney, insisting that the commercial does not reflect the reality of women in sport. In the advert, the 29‑year‑old star of the television series "Euphoria" appears in a highly sexualised setting, scantily clad and draped in sports equipment, promoting the American betting firm Novig. The campaign has sparked an outpouring of criticism from female athletes who argue that it reduces their hard‑won achievements to a marketing gimmick.
Hunt, a double European champion in the individual sprints, used her platform after finishing fourth in the 200‑metre final at the inaugural World Athletics Ultimate Championship in Budapest to call out the ad. Speaking to the BBC, she said, "Sydney Sweeney, this is what women in sport look like." She then listed the tangible markers of athletic performance: "21.4 seconds – the winning time of Melissa Jefferson‑Wooden – muscles, hard work, sweat, blood, tears. This is a beautiful evening." She went on to explain that the image portrayed in the commercial is far removed from the everyday experience of female athletes.
"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 said. Her candid remarks highlighted the physical and emotional challenges that competitors face – from managing menstrual cycles during competition to coping with injuries, fatigue, and the relentless pressure to perform. Hunt's comments were echoed by several other high‑profile athletes.
Former U.S. Olympic gymnast Gracie Kramer posted a video of herself training, captioning it, "Idk what Sydney Sweeney was doing but this is what a woman in sport looks like." The message was clear: the reality of training, discipline, and perseverance stands in stark contrast to the glossy, sexualised imagery used in the ad. Australian boxer Skye Nicolson added her voice on Instagram, writing, "There's a big difference between looking 'sexy' because you do sport compared to using sex to sell 'sport'." Her statement underlined a broader conversation about the exploitation of female bodies in marketing, especially when the portrayal does not stem from the athletes themselves but from external commercial interests. In response to the growing backlash, Sweeney posted a series of images from ESPN Magazine's BODY Issue to her Instagram stories.
The BODY Issue is known for featuring nude or minimally clothed portraits of athletes such as Serena Williams and Megan Rapinoe, celebrating the human form in the context of sport. By sharing these images, Sweeney may have been attempting to align herself with a more respectful representation of athletic bodies, though many critics felt the gesture was insufficient and came after the damage had already been done. The controversy raises several important questions about how women athletes are represented in media and advertising. First, it highlights the tension between commercial interests and authentic storytelling.
Brands often seek to capture attention through provocative imagery, but when that imagery reduces athletes to sexual objects rather than showcasing their skill and dedication, it can alienate the very community it aims to celebrate. Second, the incident underscores the importance of athlete agency.
When a commercial uses a celebrity who is not a professional athlete to embody sport, it can create a disconnect. The athletes themselves—who invest years of training, endure physical hardships, and navigate personal challenges such as menstrual cycles, injuries, and mental health pressures—are left to correct the narrative. Third, the reaction from the sporting community demonstrates a growing willingness among women athletes to speak out against misrepresentation. By publicly challenging the ad, Hunt, Kramer, Nicolson, and others are asserting that their bodies are not commodities for advertising but instruments of performance that deserve respect.
The broader cultural context also matters. In recent years, there has been a push for more inclusive and accurate portrayals of women in sport, from campaigns that celebrate diversity to initiatives that highlight the full spectrum of athletic experiences. The backlash against the Novig ad can be seen as part of this larger movement, signaling that audiences and athletes alike are no longer willing to accept superficial or exploitative depictions.
Looking ahead, advertisers and brands may need to rethink their strategies. Engaging directly with athletes, involving them in the creative process, and focusing on authentic storytelling could produce campaigns that resonate more positively. Instead of using a Hollywood actress to sell a betting platform, a brand might partner with actual sportswomen, showcasing their training routines, personal stories, and the grit behind every competition.
In summary, Amy Hunt's pointed rebuttal to Sydney Sweeney's betting commercial sparked a wider conversation about the portrayal of women in sport. By emphasizing the real elements of athletic performance—time, muscles, sweat, blood, and tears—Hunt reminded viewers that the essence of sport lies in dedication, not in sexualised marketing. The solidarity shown by other athletes further amplified the message, urging brands to move beyond cheap shock value and toward genuine, respectful representation of female athletes.