Amy Hunt, the British sprinter who holds two European titles in the individual sprints, responded sharply to Sydney Sweeney's new betting advertisement, telling the American actress, "this is what women in sport look like." The commercial, produced for the U.S. betting firm Novig, features the actress from the hit series Euphoria scantily clad and draped in various pieces of sports equipment.
The provocative imagery has sparked a wave of condemnation across the female sporting community, who argue that it reduces athletic achievement to a sexualized spectacle. Hunt's remarks came on the heels of her fourth‑place finish in the 200‑metre final at the inaugural World Athletics Ultimate Championship in Budapest. Speaking to the BBC, she directly addressed Sweeney, saying, "Sydney Sweeney, this is what women in sport look like.
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 highlight the realities of an athlete's life, noting that the past 24 hours had shown her the full context of the advertisement. "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," she explained. Hunt was not the only high‑profile athlete to voice disapproval. 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." 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'." Both comments underscore a broader frustration that the commercial conflates athletic prowess with sexual appeal, thereby undermining the dedication and sacrifice inherent in elite sport.
The backlash reflects a growing conversation about how women athletes are portrayed in media and advertising. Historically, many campaigns have leaned on sexualized imagery to attract attention, often at the expense of showcasing genuine athletic skill. Critics argue that such tactics perpetuate stereotypes, diminish the credibility of women's sports, and alienate fans who seek authentic representation of athletes' hard work and achievements.
In response to the criticism, 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, featuring figures such as tennis legend Serena Williams and soccer star Megan Rapinoe.
By juxtaposing her own commercial with these celebrated images, Sweeney may have been attempting to align herself with a tradition of celebrating the athletic form in a more respectful context. However, many observers felt the move was insufficient, arguing that the original advert's intent—to use scantily clad imagery to sell betting services—remained problematic.
The controversy also raises questions about the responsibilities of advertisers and celebrities when they collaborate on campaigns that involve sports figures or themes. While celebrities like Sweeney bring star power and visibility, the messaging can have far‑reaching implications for how audiences perceive female athletes. Advocates for women in sport suggest that future campaigns should focus on narratives of perseverance, training regimens, and the mental fortitude required to compete at the highest levels, rather than relying on sexual appeal as a shortcut to consumer interest.
Beyond the immediate criticism, the incident has sparked a broader dialogue within the sporting community about support structures for athletes facing unwanted media scrutiny. Hunt's candid admission about dealing with her menstrual cycle during competition highlights the often‑overlooked physiological challenges female athletes navigate, further emphasizing that their experiences extend well beyond the visual spectacle presented in advertisements. As the debate continues, many athletes and fans are calling for more inclusive and respectful portrayals that honor the full spectrum of what it means to be a woman in sport.
This includes acknowledging the physical demands, the emotional resilience, and the personal sacrifices that define an athlete's journey. By shifting the focus from superficial aesthetics to authentic storytelling, the industry can foster a healthier environment that celebrates true athletic excellence.
In summary, the backlash against Sydney Sweeney's Novig betting advert demonstrates a clear demand from athletes like Amy Hunt, Gracie Kramer, and Skye Nicolson for advertising that respects and accurately reflects the reality of women’s sports. Their unified voice underscores the need for a cultural shift away from sexualized marketing toward representations that highlight dedication, skill, and the genuine beauty of athletic performance.