Amy Hunt, a two‑time European sprint champion, has publicly rebuked the new betting advertisement starring actress Sydney Sweeney, insisting that the commercial misrepresents the reality of women who compete in sport. The ad, produced for the American wagering firm Novig, features the Euphoria star scantily clad and draped in various pieces of athletic equipment.
Its provocative visual style has sparked an outcry among female athletes, who argue that it reduces their dedication and hard work to a sexualized gimmick. Hunt’s response came during a post‑race interview with the BBC after she placed fourth in the 200‑metre final at the inaugural World Athletics Ultimate Championships in Budapest. She addressed Sweeney directly, saying, “Sydney Sweeney, this is what women in sport look like.” She then listed the concrete metrics that define an athlete’s performance: “21.4 seconds – that’s the winning time set by Melissa Jefferson‑Wooden – muscles, hard work, sweat, blood, tears.
This is a beautiful evening.” By juxtaposing the precise timing of a world‑class sprint with the actress’s glossy, hyper‑sexual imagery, Hunt underscored the stark contrast between measurable achievement and superficial marketing. She continued, “Obviously we’ve all seen the Sydney Sweeney ad over the past 24 hours, and as a woman in sport, it’s not pretty.
It’s not glamorous. It’s not sexy all the time, definitely not.” Hunt went on to describe the less glamorous side of an athlete’s life, noting that even on the day of the championship she was dealing with a period that had started the previous day – an inconvenience that athletes rarely get to plan for or discuss publicly.
Her candid remarks highlighted the physical and emotional challenges that are part of a competitor’s routine, challenges that cannot be captured by a glossy photo shoot. Hunt was not alone in her criticism. 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.” The post quickly gathered attention, reinforcing the sentiment that the ad’s portrayal was out of step with the lived experiences of women who train and compete at elite levels. Australian 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 comment draws a clear line between confidence that stems from athletic competence and the exploitation of sexuality as a marketing tool.
The backlash has forced Sweeney to respond, albeit indirectly. She shared a series of images from ESPN Magazine’s 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 photographs that celebrate the human form in the context of sport. By posting these images, Sweeney may be attempting to align herself with a more respectful representation of athletes, though the timing suggests it is a reaction to the criticism rather than a proactive stance. The controversy raises broader questions about how women’s sports are portrayed in advertising. On one hand, marketers argue that eye‑catching visuals are necessary to break through a crowded media landscape.
On the other hand, athletes like Hunt, Kramer, and Nicolson contend that such tactics trivialize the years of training, discipline, and sacrifice required to compete at the highest level. They point out that the physical reality of sport includes moments of discomfort, injury, and personal vulnerability – aspects that cannot be neatly packaged into a seductive commercial. In addition to the immediate reactions, the incident has sparked a conversation about the responsibility of brands when they partner with high‑profile celebrities.
Novig’s decision to cast Sweeney, a well‑known actress with a strong fan base, was likely intended to attract a broader audience to betting on athletics. However, the resulting criticism suggests that the brand may have misjudged the cultural climate surrounding gender representation in sport. Critics argue that advertisers should collaborate with actual athletes or at least consult with sports organizations to ensure authenticity.
The dialogue also touches on the history of sexualized imagery in sports marketing. For decades, women’s sports have been packaged in a way that emphasizes appearance over ability, from swimsuit ads to halftime shows that prioritize entertainment over athleticism. Recent movements advocating for gender equity have called for a shift toward narratives that celebrate skill, perseverance, and the diverse experiences of female athletes. In response to the growing outcry, several sports governing bodies have issued statements supporting the athletes’ viewpoints.
They emphasize that while sponsorship and advertising are vital for the financial health of sports, those partnerships must respect the integrity of the athletes and the sport itself. The goal, they argue, is to create campaigns that inspire participation and appreciation for the sport rather than reducing it to a mere backdrop for sexual appeal. Looking ahead, the incident may influence how future campaigns are designed. Brands may opt for collaborations that feature athletes in authentic settings—training sessions, competition moments, or community outreach—allowing the narrative to focus on the genuine stories behind the sport.
Such an approach could resonate more deeply with audiences who are increasingly attuned to issues of representation and authenticity. In summary, Amy Hunt’s pointed rebuttal to Sydney Sweeney’s Novig advert has ignited a larger discussion about the portrayal of women in sport.
By highlighting the concrete elements of athletic performance—time, effort, sweat, and even the unglamorous realities like an untimely period—Hunt and her fellow athletes have reminded the public that the true image of a sportswoman is built on dedication, resilience, and hard work, not on the fleeting allure of sexualized marketing. The conversation continues, with the hope that future advertising will honor the spirit of sport rather than exploit it.