British sprinter Amy Hunt pushed back against the controversial betting commercial featuring actress Sydney Sweeney, insisting that the ad does not reflect the reality of women who compete in sport. In the spot, the 29‑year‑old star of the television series Euphoria appears in a scantily clad outfit, draped in sports gear, to promote the American wagering firm Novig. The imagery sparked an immediate wave of criticism from female athletes who felt the portrayal was both misleading and objectifying.
Hunt, who is a double European champion in the individual sprint events, addressed the issue directly after she finished fourth in the 200‑metre final at the inaugural World Athletics Ultimate Championship in Budapest. Speaking to the BBC, she said, "Sydney Sweeney, this is what women in sport look like." She then listed the metrics that define her performance: "21.4 seconds – the winning time set by Melissa Jefferson‑Wooden – muscles, hard work, sweat, blood, tears. This is a beautiful evening." She went on to explain that the ad’s portrayal was far from the truth for most female competitors. "In the last 24 hours we’ve seen everything about the Sydney Sweeney ad, 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," Hunt said. She added a personal anecdote to underline the point: "Even turning up to this championship, my period started yesterday, so that’s not really ideal, and that’s not something you ever plan for." Hunt’s comments were echoed by several other high‑profile athletes. 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." Australian boxer Skye Nicolson took to Instagram to draw a clear distinction, writing, "There’s a big difference between looking ‘sexy’ because you do sport compared to using sex to sell ‘sport.’" The backlash highlights a broader conversation about the way women’s athletics are marketed. While many athletes embrace the confidence that comes from feeling strong and attractive, they also stress that their bodies are tools for performance, not props for commercial appeal. The line between celebrating athleticism and exploiting it for visual shock value is increasingly being examined by fans, sponsors, and the athletes themselves. In response to the growing criticism, Sweeney shared a series of images from ESPN Magazine’s iconic BODY Issue on her Instagram Stories.
The BODY Issue is known for its artistic nude portraits of athletes, showcasing the human form in a way that emphasizes strength, vulnerability, and the physical reality of high‑level competition. Among the images she posted were nude photographs of tennis legend Serena Williams and soccer star Megan Rapinoe, both of whom have previously used the platform to discuss body positivity and the empowerment that comes from owning one’s image. By juxtaposing the controversial Novig ad with the BODY Issue, Sweeney may have been attempting to shift the narrative toward a more respectful celebration of athletic bodies.
However, many observers argue that the two contexts are not equivalent. The BODY Issue is a long‑standing editorial project that collaborates closely with athletes to present their bodies in a dignified, artistic manner, whereas the Novig commercial was designed primarily to sell a betting product, using sexualized imagery to attract attention. The incident also raises questions about the responsibilities of brands when they enlist celebrities to promote products linked to sports. Betting companies have a vested interest in associating their services with high‑profile sporting events, but they must balance that desire with an awareness of how their marketing choices affect the perception of athletes—especially women—who already contend with gender‑based scrutiny.
Critics point out that the ad’s focus on Sweeney’s physical appearance, rather than her athletic credentials, reinforces a stereotype that women need to be visually appealing to be marketable. In contrast, the athletes quoted in the backlash emphasize measurable achievements: split times, training regimens, recovery processes, and the everyday challenges that accompany a career in elite sport, such as managing menstrual cycles, injuries, and mental health. The conversation sparked by Hunt’s remarks has prompted several sports organizations to reaffirm their commitment to respectful representation.
Some governing bodies have issued statements reminding sponsors and advertisers that authenticity and integrity should guide any partnership involving athletes. They argue that genuine storytelling—highlighting the dedication, sacrifice, and triumphs of competitors—resonates more powerfully with audiences than superficial sexualization. As the debate continues, it serves as a reminder that the language we use to describe athletes matters. When a champion like Amy Hunt says, "This is what women in sport look like," she is not merely defending her own image; she is advocating for a broader cultural shift that values performance over appearance.
The hope among many athletes is that future campaigns will reflect this ethos, showcasing women’s sport through the lens of skill, perseverance, and true athletic beauty rather than through a narrow, commercialized view of sex appeal.