Amy Hunt, the British sprinter who recently claimed the European double title in the individual sprints, 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 features the actress from the hit series Euphoria scantily clad and draped in various pieces of sports equipment, has ignited a wave of criticism from women athletes who feel it misrepresents the reality of their lives. 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 highlight the winning time recorded by Melissa Jefferson‑Wooden—21.4 seconds—emphasising that the figure represents far more than a simple number on a stopwatch.
"Muscles, hard work, sweat, blood, tears. This is a beautiful evening," Hunt added, underscoring the dedication and physical toll that elite competition demands. Hunt did not shy away from describing the less glamorous side of her sport. "Obviously we've seen in the last 24 hours everything about the Sydney Sweeney ad," she said, noting that the portrayal of women as perpetual sex symbols is far from the truth for many athletes.
"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." Her comments resonated with a broader community of female athletes who have taken to social media to voice similar concerns. Former U.S. Olympic gymnast Gracie Kramer posted a short video of herself training, captioning it, "Idk what Sydney Sweeney was doing but this is what a woman in sport looks like," thereby reinforcing the message that the everyday grind, not a staged photo shoot, defines an athlete's image.
Australian professional boxer Skye Nicolson also weighed in via Instagram, drawing a clear line between the natural confidence that can arise from being physically fit and the exploitation of sexuality to market sport. "There's a big difference between looking 'sexy' because you do sport compared to using sex to sell 'sport'," she wrote, highlighting the ethical tension between authentic representation and commercial exploitation. In what appears to be a defensive maneuver, Sweeney posted a series of images from ESPN Magazine's celebrated BODY Issue to her Instagram stories.
The BODY Issue is known for its artistic, often nude, portraits of athletes such as Serena Williams and Megan Rapinoe, celebrating the human form in its most athletic state. By sharing these images, Sweeney may have been attempting to align herself with a tradition of honoring athletic bodies, though many critics argue that the context of a betting advertisement remains fundamentally different from a magazine feature dedicated to sport. The controversy raises several broader questions about how women in sport are portrayed in media and advertising.
On one hand, advertisers argue that using a well‑known actress can draw attention to a brand and increase engagement. On the other hand, athletes contend that such campaigns reduce their hard‑earned achievements to mere visual spectacle, ignoring the countless hours of training, injury management, mental preparation, and personal sacrifice that underpin every competition. For many female athletes, the stakes are particularly high. Research indicates that women receive significantly less media coverage than men, and when they are featured, the focus often shifts to appearance, personal life, or sexuality rather than performance.
This disparity can affect sponsorship opportunities, public perception, and the overall growth of women's sport. By challenging Sweeney's advert, Hunt and her peers are not only defending their own image but also advocating for a more respectful and accurate representation of women in athletics.
The debate also touches on the role of betting companies in sports culture. While betting has become increasingly mainstream, its integration with sports marketing can blur the line between celebrating athletic excellence and commodifying athletes for profit. Critics argue that when betting firms use sexualized imagery, they risk perpetuating harmful stereotypes and undermining the integrity of sport.
In response to the backlash, Novig has yet to issue an official statement, but the conversation sparked by Hunt's remarks has already prompted several brands to reassess their advertising strategies. Some companies are now exploring campaigns that highlight athletes' stories, training regimens, and personal journeys, aiming to connect with audiences through authenticity rather than shock value. Ultimately, the incident underscores a growing demand for change: athletes want to be seen for their skill, perseverance, and humanity, not merely as objects of visual allure.
As the dialogue continues across social platforms, sports federations, and advertising boards, the hope is that future campaigns will reflect a more nuanced and respectful portrayal of women who dedicate their lives to sport. The situation remains fluid, and it will be interesting to see whether Sweeney's team or Novig will adjust their approach in light of the strong, unified response from the athletic community.
For now, Amy Hunt's succinct yet powerful statement—"this is what women in sport look like"—serves as a reminder that the true image of an athlete is forged in sweat, discipline, and resilience, far beyond any glossy advertisement.