Amy Hunt, the British sprinter who recently captured the double European title in the individual sprint events, did not hold back when she responded to Sydney Sweeney’s provocative betting advertisement. In a pointed interview with the BBC, Hunt reminded the Hollywood actress that the reality of women in sport looks very different from the stylised, scantily‑clad image presented in the commercial. Sweeney’s latest spot for the U.S.
betting firm Novig features the star of the hit series “Euphoria” draped in minimal clothing and surrounded by sports equipment in a way that many have described as more fetishistic than athletic. The ad has sparked a wave of criticism from female athletes, who argue that it reduces their hard‑earned achievements to a sexualized visual gimmick. After finishing fourth in the 200‑metre final at the inaugural World Athletics Ultimate Championships in Budapest, Hunt seized the platform to call out the advert.
“Sydney Sweeney, this is what women in sport look like,” she said, before listing the concrete metrics of performance: “21.4 seconds – the winning time of Melissa Jefferson‑Wooden – muscles, hard work, sweat, blood, tears. This is a beautiful evening.” Hunt went on to explain that the life of a female athlete is rarely glossy or glamorous. “When you’re a woman in sport, it’s not pretty.
It’s not glamorous. It’s not sexy all the time, definitely,” she told the broadcaster.
She also shared a personal anecdote to underline the unpredictability of an athlete’s routine: “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 remarks resonated across social media, prompting other high‑profile women athletes to add their voices. 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 boxing champion Skye Nicolson weighed in on Instagram, 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 representation of female athletes in advertising. Many argue that the industry often leans on sexual appeal to capture attention, rather than celebrating the skill, dedication, and physical prowess that define elite sport.
While some campaigns have successfully merged artistry with athleticism—think of the iconic Nike “Dream Crazier” ad featuring women’s sports icons—others, like the Novig spot, are seen as missing the mark. In what appears to be an attempt to defuse the criticism, Sweeney posted a series of images from ESPN Magazine’s BODY Issue to her Instagram Stories.
The BODY Issue is known for showcasing athletes such as Serena Williams and Megan Rapinoe in tasteful, artistic nude photography that emphasizes the form and function of the human body in motion. By sharing these images, Sweeney may have been trying to align herself with a more respectful portrayal of athletes, though many observers noted that the gesture came after the controversy had already gained momentum. The debate raises several important questions for marketers, broadcasters, and sports organisations.
How can advertisers authentically feature women athletes without resorting to objectification? What responsibilities do brands have to ensure that their messaging reflects the lived experiences of the athletes they showcase? And how can athletes themselves influence the narrative, using their platforms to demand more accurate and empowering representations?
For Hunt, the experience has reinforced the importance of visibility. By publicly stating the realities of training—long hours, physical strain, and even the inconvenience of an unexpected menstrual cycle—she offers a glimpse into the day‑to‑day life that most viewers never see.
Her comments also serve as a reminder that success in sport is measured in seconds, centimeters, and personal sacrifice, not in the number of likes a provocative ad might generate. The conversation is likely to continue as more brands seek to tap into the growing popularity of women’s sports.
With major events like the FIFA Women’s World Cup, the Olympics, and professional leagues gaining larger audiences, advertisers have an unprecedented opportunity to celebrate athletes for their achievements rather than their appearance. Critics like Hunt, Kramer, and Nicolson are pushing back against outdated tropes, urging the industry to evolve. In the meantime, the Novig advert remains a flashpoint. While some viewers may appreciate its bold aesthetic, many athletes see it as a missed opportunity to honor the dedication, resilience, and sheer physicality that define women in sport.
As the dialogue unfolds, the hope among the sporting community is that future campaigns will strike a balance—capturing attention while respecting the integrity and humanity of the athletes they aim to promote.