Amy Hunt, the British sprinter who holds two European titles in the individual sprint events, launched a pointed rebuttal to actress Sydney Sweeney after the star appeared in a provocative advertisement for the U.S. betting firm Novig. The commercial, which showcases Sweeney in a scantily‑clad ensemble while she drapes herself with various pieces of sports equipment, sparked an immediate outcry among women athletes who felt the portrayal reduced their dedication to a sexualized spectacle. During a live interview with the BBC, Hunt did not mince words.
She turned to the camera and said, "Sydney Sweeney, this is what women in sport look like." She then referenced the winning time of Melissa Jefferson‑Wooden—21.4 seconds in the 200‑metre race—adding, "muscles, hard work, sweat, blood, tears. This is a beautiful evening." By juxtaposing the raw physicality and relentless effort required to compete at the highest level with the glossy, objectified image presented in the ad, Hunt highlighted the stark contrast between authentic athletic achievement and commercial exploitation. Hunt continued, noting that the past 24 hours had been dominated by discussions of the Sweeney spot. "When you're a woman in sport, it's not pretty.
It's not glamorous. It's not sexy all the time, definitely," she said, underscoring the everyday realities that athletes endure—pain, fatigue, and moments of vulnerability that are rarely captured by glossy marketing campaigns. She even shared a personal anecdote from the World Athletics Ultimate Championships in Budapest, where she placed fourth in the 200‑metre final. "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, illustrating how bodily functions and unexpected challenges are part of an athlete's lived experience.
Hunt was not the only high‑profile sportsperson to voice disapproval. 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 post quickly gathered attention, reinforcing the message that genuine athletic performance is far removed from the sexualized imagery used to sell a betting product. Australian boxing champion 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'." Nicolson's comment draws a clear line between athletes who may feel confident and empowered in their bodies as a result of training, and marketing strategies that co‑opt that confidence to attract viewers through sexual appeal.
The backlash prompted Sweeney to respond in a subtle manner. She 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 artistic, nude photographs that celebrate the human form in the context of sport.
By highlighting these images, Sweeney may have been attempting to align herself with a tradition of respectful athletic representation, though many observers noted that the timing of the post seemed more like a defensive maneuver than a genuine engagement with the criticism. The controversy raises broader questions about how women athletes are portrayed in media and advertising. While the sports industry has made strides toward gender equality, the persistent use of sexualized imagery to market products—especially those unrelated to sport—continues to undermine the achievements of female competitors.
Critics argue that such ads perpetuate a stereotype that women's value lies primarily in their appearance rather than their skill, dedication, or competitive spirit. From a marketing standpoint, companies often argue that using a popular actress and eye‑catching visuals will attract a wider audience to betting platforms. However, the backlash suggests that audiences—particularly those within the sporting community—are increasingly unwilling to accept reductive portrayals.
The growing awareness of gender equity, combined with the rise of athlete activism on social media, means that brands must navigate a more nuanced landscape when crafting campaigns that involve women athletes. In response to the criticism, some industry insiders have called for a reassessment of creative guidelines, urging advertisers to collaborate directly with athletes and sports organizations to ensure that representations are authentic and respectful. This could involve showcasing real training footage, highlighting personal stories of perseverance, or focusing on the strategic aspects of competition rather than relying on sexual appeal. Ultimately, the dialogue sparked by Hunt's remarks and the subsequent support from other athletes underscores a shifting cultural expectation: women in sport deserve to be seen for their performance, not merely their bodies.
As the conversation continues, it may influence future advertising standards, encouraging a move toward more empowering and accurate depictions of female athletes across all media platforms.