Amy Hunt, the British sprint champion, responded sharply to Sydney Sweeney's provocative betting commercial, telling the Hollywood actress that "this is what women in sport look like." The advertisement, created for the American wagering firm Novig, showcases the Euphoria star scantily clad, draped only in sports gear, and has sparked a wave of condemnation from female athletes worldwide. Hunt, who holds two European titles in the individual sprint events, aimed her criticism directly at the 29‑year‑old actress after she placed fourth in the 200‑metre final at the inaugural World Athletics Ultimate Championship in Budapest.
During a live interview on the BBC, Hunt said, "Sydney Sweeney, this is what women in sport look like. 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 elaborate on the stark contrast between the glossy, sexualised image presented in the ad and the gritty reality of a professional athlete's life. "Obviously we've seen in the last 24 hours everything about the Sydney Sweeney ad, you know, 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 really ideal, and that's not ever what you try to really plan for," Hunt explained.
Hunt's remarks resonated with many other sportswomen who took to social media to voice similar concerns. Former U.S. Olympic gymnast Gracie Kramer posted a 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 added a pointed comment on Instagram: "There's a big difference between looking 'sexy' because you do sport compared to using sex to sell 'sport'." The backlash highlights a broader debate about the portrayal of female athletes in advertising. While some campaigns celebrate strength and athleticism, others lean heavily on sexual appeal, often reducing women to objects rather than showcasing their skill and dedication.
Critics argue that such tactics perpetuate harmful stereotypes and undermine the progress made toward gender equality in sports. In what appears to be a defensive move, Sweeney shared a series of images from ESPN Magazine's BODY Issue on her Instagram stories.
The BODY Issue is known for its artistic, nude portraits of athletes, featuring figures like tennis champion Serena Williams and soccer star Megan Rapinoe. By juxtaposing these images with her own commercial, Sweeney may have been attempting to align herself with a tradition of celebrating the athletic form, but many observers felt the gesture was insufficient and missed the core issue: the commercial's reliance on sexualisation rather than genuine athletic representation. The controversy also raises questions about the responsibility of brands and advertisers when they enlist high‑profile celebrities to promote products.
Novig, the betting company behind the ad, has faced criticism for choosing a marketing approach that many deem exploitative. In an industry where sponsorship deals are a vital source of income for athletes, the line between effective promotion and objectification can become blurred, especially when the target audience includes young fans who may internalise distorted images of what it means to be a female athlete. Beyond the immediate reactions, the incident may have longer‑term implications for how sports organisations and advertisers collaborate. Some governing bodies have begun to draft guidelines that encourage more respectful and authentic portrayals of women in sport, emphasizing performance, perseverance, and the personal stories behind the athletes.
If these standards gain traction, future campaigns could shift away from using sex appeal as a primary hook and instead focus on narratives that inspire and empower. For Hunt, the episode underscores the everyday challenges faced by elite competitors. From managing training schedules and recovery to navigating personal health issues—such as an unexpected period during a major championship—her experience reflects the complex reality behind the polished images often seen on television.
By speaking out, she not only defends her own identity as an athlete but also amplifies the voices of countless women who train in gyms, on tracks, and in arenas worldwide, striving for excellence without the need for sensationalised marketing. In summary, the criticism leveled at Sydney Sweeney's Novig advert by Amy Hunt and other sportswomen centers on the dissonance between the ad's sexualised aesthetic and the authentic, hard‑earned image of women who compete at the highest levels. Their responses have sparked a broader conversation about representation, respect, and the future direction of sports advertising, urging brands to reconsider how they depict female athletes and to celebrate the true essence of sport—dedication, resilience, and the unfiltered human experience.