Amy Hunt, the British sprinter who recently claimed the European title in the 200 metres, responded forcefully to the new betting advertisement featuring actress Sydney Sweeney. In a televised interview with the BBC, Hunt said, "Sydney Sweeney, this is what women in sport look like," highlighting the stark contrast between the commercial’s portrayal and the reality of female athletes. Sweeney’s spot, created for the American wagering firm Novig, shows the 29‑year‑old star from the hit series "Euphoria" scantily clad, draped in sports equipment, and posed in a manner that many have described as sexualised rather than athletic. The ad quickly sparked a wave of criticism from women across the sporting world, who argued that it reduces their dedication and hard work to a mere visual gimmick.
When Hunt finished fourth in the 200‑metre final at the inaugural World Athletics Ultimate Championships in Budapest, she used the platform to call out the commercial’s misleading narrative. "21.4 seconds – that’s the winning time of Melissa Jefferson‑Wooden – muscles, hard work, sweat, blood, tears.
This is a beautiful evening," she said, underscoring the physical effort and emotional intensity that define elite competition. By juxtaposing those statistics with Sweeney’s glossy, almost voyeuristic imagery, Hunt emphasized how the advertisement fails to capture the essence of sport. She continued, "Obviously we’ve seen everything about the Sydney Sweeney ad in the last 24 hours, and when you’re a woman in sport, it’s not pretty.
It’s not glamorous. It’s not sexy all the time, definitely not.
There are low moments too. Even turning up to this championship, my period started yesterday, so that’s not ideal, and that’s not something you plan for." Hunt’s candid remarks brought attention to the everyday challenges female athletes face – from managing menstrual cycles during competition to coping with injuries and mental fatigue – aspects that are rarely highlighted in marketing campaigns.
Hunt was not the only high‑profile athlete to voice disapproval. Former U.S.
Olympic gymnast Gracie Kramer posted a short video of herself training, captioned, "Idk what Sydney Sweeney was doing but this is what a woman in sport looks like." Kramer’s post, which quickly amassed thousands of likes and comments, reinforced the sentiment that authentic athleticism cannot be reduced to a seductive pose. Australian boxing champion Skye Nicolson added her perspective on Instagram, writing, "There’s a big difference between looking ‘sexy’ because you do sport and using sex to sell ‘sport.’" Nicolson’s comment highlighted a broader conversation about the line between empowerment and exploitation, especially when brands co‑opt the image of women athletes for commercial gain. In what seemed to be a defensive maneuver, Sweeney shared a series of images from ESPN Magazine’s celebrated BODY Issue on her Instagram stories. The BODY Issue is known for featuring athletes such as Serena Williams and Megan Rapinoe in tasteful, artistic nude photography that celebrates the human form in the context of sport.
By aligning herself with these iconic images, Sweeney perhaps intended to signal solidarity with athletes who embrace their bodies, but many observers felt the move was a superficial attempt to deflect criticism rather than address the core concerns. The backlash against the Novig advertisement taps into a long‑standing debate about how female athletes are portrayed in media and advertising. Historically, women in sport have often been depicted through a lens of sexual appeal, with campaigns focusing on aesthetics rather than achievement. This trend can undermine the credibility of female competitors and perpetuate stereotypes that suggest their value lies primarily in appearance.
Critics argue that such representations diminish the years of training, discipline, and sacrifice required to reach elite levels. For instance, Hunt’s own journey includes countless hours of sprint drills, strength conditioning, and mental preparation, all of which culminated in her European titles. Yet a brief, stylized commercial reduces that narrative to a single, glossy image that does little to honor the athlete’s dedication. Moreover, the discussion extends beyond advertising ethics to broader issues of gender equity in sport.
Female athletes often receive less media coverage, lower sponsorship deals, and fewer endorsement opportunities compared to their male counterparts. When the limited visibility they do receive is framed through a sexualized lens, it reinforces a cycle where women must rely on marketable looks rather than performance to attract attention. In response to the growing outcry, several advocacy groups for women’s sport have called for stricter guidelines on how athletes are featured in promotional material.
They suggest that brands collaborate directly with athletes and governing bodies to ensure representations are respectful, accurate, and celebrate genuine sporting achievements. The conversation sparked by Hunt’s remarks and the subsequent social media responses illustrates a pivotal moment for the sports marketing industry. As audiences become more attuned to issues of representation and authenticity, brands may need to rethink strategies that rely on objectification. Instead, campaigns that showcase real training environments, highlight personal stories of perseverance, and acknowledge the physical and emotional realities of competition could resonate more deeply with consumers.
In summary, the controversy surrounding Sydney Sweeney’s Novig advert underscores a clash between commercial interests and the lived experiences of women athletes. By publicly challenging the ad, Amy Hunt, along with fellow athletes like Gracie Kramer and Skye Nicolson, has amplified a call for more honest, respectful portrayals of female sportspersons.
The ongoing dialogue may well influence future advertising practices, encouraging a shift toward content that honors the true spirit of athleticism rather than exploiting it for fleeting visual impact.