British sprinter Amy Hunt fired back at actress Sydney Sweeney after the latter appeared in a provocative betting advertisement for the U.S. firm Novig, insisting that the commercial misrepresents what women athletes truly look like.
The advert, which showcases the "Euphoria" star in minimal clothing while draped in sports equipment, sparked immediate outrage across the female‑sport community for its reliance on sexualised imagery rather than athletic achievement. Hunt, a double European champion in the individual sprints, used her platform at the World Athletics Ultimate Championships in Budapest – where she placed fourth in the 200‑metre final – to deliver a pointed rebuke on the BBC.
"Sydney Sweeney, this is what women in sport look like," she said, before listing the concrete markers of her own 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 reality of a female athlete’s life is far removed from the glossy, sexualised portrayal in the ad. "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. There are low moments.
Even turning up to this championship, my period started yesterday, so that’s not ideal, and that’s not something you plan for," Hunt said, highlighting the very human aspects of training, competition and bodily cycles that are rarely shown in marketing campaigns. Hunt’s comments were echoed by several other high‑profile sportswomen. Former U.S.
Olympic gymnast Gracie Kramer posted a short video of herself performing a routine, captioning it, "Idk what Sydney Sweeney was doing but this is what a woman in sport looks like." The post quickly gathered likes and supportive comments, underscoring a shared frustration among athletes that their bodies are being used as marketing tools rather than celebrated for performance. Australian professional 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’." Nicolson’s statement points to a broader debate about the line between empowerment and exploitation, especially when commercial interests co‑opt the image of female athletes for profit. In what appeared to be a defensive move, Sweeney shared a series of images from ESPN Magazine’s iconic BODY Issue on her Instagram stories. Those pictures, which feature celebrated athletes such as Serena Williams and Megan Rapinoe in artistic nude poses, were likely intended to frame the conversation around body positivity and athleticism.
However, critics argue that juxtaposing those celebrated, consensual portrayals with a commercial that reduces a woman’s value to visual appeal does little to address the core grievance. The controversy raises several important questions about how women’s sport is marketed in the 21st century. First, it highlights the persistent reliance on sexualised imagery to attract viewers, a tactic that many advertisers assume will boost engagement but which often alienates the very audience they claim to serve. Second, it underscores the lack of authentic representation: while the BODY Issue celebrates athletes on their own terms, a betting ad that dresses a Hollywood actress in sports gear without any reference to actual sport performance feels disingenuous.
Moreover, the backlash illustrates a growing willingness among athletes to speak out against misrepresentation. In the past, many sportswomen might have remained silent for fear of jeopardising sponsorships or selection.
Today, platforms like Twitter, Instagram and live television interviews empower them to call out brands directly, as Hunt did on the BBC. This shift signals a broader cultural movement where athletes are not merely subjects of marketing but active participants in shaping their own narratives.
The incident also invites a discussion about the responsibilities of betting companies and advertisers. As gambling becomes increasingly integrated with sports media, firms must navigate ethical considerations, especially when targeting younger audiences.
Using a popular actress in a sexually charged context risks normalising the idea that betting is linked to glamour rather than risk, potentially obscuring the serious financial and social harms associated with gambling. From a marketing perspective, the backlash may serve as a cautionary tale. Brands that aim to connect with sports fans need to invest in genuine partnerships with athletes, showcasing real training footage, competition highlights and personal stories rather than relying on superficial sexual appeal. Authentic storytelling not only respects the athletes’ integrity but also builds stronger, more sustainable brand loyalty.
In response to the criticism, some observers have suggested alternative approaches for future campaigns. One proposal is to feature athletes themselves in the advertisement, allowing them to narrate their own journeys, discuss the sacrifices involved, and perhaps even address the role of betting in sports responsibly.
Another idea is to collaborate with organisations that promote women’s sport, ensuring that any promotional material aligns with the values of empowerment, health and fair play. Ultimately, the dispute between Amy Hunt, Sydney Sweeney and the betting company Novig reflects a broader cultural conversation about representation, gender, and commerce in sport. While the advertisement aimed to capture attention, it inadvertently highlighted the gap between how women athletes see themselves and how they are sometimes portrayed for commercial gain. The strong, unified response from athletes across disciplines suggests that the sports community will continue to push back against reductive images and demand more authentic, respectful portrayals of their dedication, talent and humanity.