Amy Hunt, the British sprinter who recently clinched double European titles in the individual sprint events, responded forcefully to the contentious betting advertisement featuring actress Sydney Sweeney. Hunt’s reply was direct and pointed, emphasizing that the image presented in the commercial does not reflect the reality of women who compete in sport. The advertisement in question was produced for the U.S.-based betting firm Novig. In it, the 29‑year‑old actress, best known for her role in the hit series "Euphoria," appears scantily clad, draped only in sports equipment, and posed in a manner that many observers described as sexualized rather than athletic.
The visual strategy—using a famous actress to attract attention to a betting platform—prompted an immediate wave of criticism from athletes, particularly women who felt the ad misrepresented their dedication and the physical demands of their disciplines. Hunt’s criticism came to the public’s attention after she finished fourth in the 200‑metre final at the inaugural World Athletics Ultimate Championship held in Budapest. While her performance on the track was impressive—recording a time of 21.4 seconds, a mark that would have secured a podium finish in many other competitions—she chose to use the post‑race interview on the BBC to address the broader cultural issue raised by the commercial.
"Sydney Sweeney, this is what women in sport look like," Hunt declared, juxtaposing the actress’s stylized, almost costume‑like portrayal with the hard‑won results of elite athletes. She continued, "21.4 seconds, muscles, hard work, sweat, blood, tears.
This is a beautiful evening." In these words, Hunt highlighted the tangible elements of training—hours of conditioning, the physiological strain, and the emotional investment that define a competitive athlete’s life. She further elaborated on the disconnect between the advertisement’s aesthetic and the lived experience of female athletes.
"Obviously we've seen in the last 24 hours 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. There's some 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. Her remarks underscored that the realities of sport include dealing with bodily cycles, injuries, fatigue, and moments of vulnerability—factors that rarely translate into a glossy marketing campaign. Hunt was not the only high‑profile athlete to voice disapproval. Former U.S.
Olympic gymnast Gracie Kramer shared a video of herself performing a routine, captioning it, "Idk what Sydney Sweeney was doing but this is what a woman in sport looks like." By juxtaposing her own athletic display with the ad, Kramer reinforced the message that genuine sport performance is about skill, discipline, and physical expression rather than sexual provocation. Australian boxer Skye Nicolson added her perspective on social media, stating, "There's a big difference between looking 'sexy' because you do sport compared to using sex to sell 'sport'." Nicolson’s comment draws attention to a longstanding debate in sports marketing: the line between celebrating an athlete’s confidence and physique, and exploiting that image purely for commercial gain. Her observation resonates with many female athletes who have long argued that their bodies are often objectified, reducing their achievements to visual appeal rather than acknowledging their competitive merit.
In response to the mounting criticism, Sydney Sweeney posted a series of images from ESPN Magazine’s BODY Issue to her Instagram stories. The BODY Issue is known for featuring athletes—such as tennis legend Serena Williams and soccer star Megan Rapinoe—in artistic, often nude, portraits that aim to celebrate the form and function of the athletic body. By sharing these images, Sweeney seemed to suggest that her commercial was intended as an homage to the strength and beauty of athletes, though many observers felt the gesture missed the mark, as the context of a betting advertisement differs significantly from a magazine feature celebrating athleticism. The controversy surrounding the Novig ad touches on broader themes in contemporary sport culture.
On one hand, advertisers seek to capture attention in an oversaturated media landscape, often turning to celebrity endorsements and provocative visuals. On the other hand, athletes—especially women—continue to fight for representation that honors their hard work, resilience, and the physical realities of competition. The backlash illustrates a growing awareness among athletes that they will not remain passive subjects of marketing narratives that diminish their sport to a mere backdrop for commercial objectives. Beyond the immediate reactions, this incident may prompt betting companies and other sponsors to reconsider how they portray athletes, especially women, in future campaigns.
It also highlights the importance of athlete advocacy groups and platforms that give competitors a voice to challenge misrepresentations. As more athletes like Hunt, Kramer, and Nicolson speak out, the industry may be compelled to adopt more authentic and respectful approaches that align promotional content with the genuine spirit of sport. In summary, the dispute over Sydney Sweeney’s Novig advert has become a flashpoint for discussions about gender, representation, and the commercialization of sport.
While the ad aimed to blend celebrity allure with athletic imagery, the response from the sporting community underscores that authenticity, respect for the athlete’s experience, and a focus on genuine achievement should remain at the heart of any portrayal of women in sport.