Amy Hunt, the British sprint champion, responded sharply to the provocative betting commercial starring actress Sydney Sweeney, asserting that the ad misrepresents the reality of female athletes. In the spot, which was produced for the American wagering firm Novig, Sweeney appears scantily clad, draped in sports gear in a manner that many have described as objectifying.
The advertisement has sparked a wave of condemnation from women in the sporting world, who argue that it reduces their dedication, effort, and physicality to a mere visual gimmick. Hunt, who earned double European titles in the individual sprint events, took to the BBC after finishing 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." Hunt then listed the metrics that define elite performance: "21.4 seconds, muscles, hard work, sweat, blood, tears – this is a beautiful evening." By juxtaposing the raw statistics of a championship race with the glossy, sexualised imagery of the advert, Hunt highlighted the stark contrast between genuine athletic achievement and the superficial portrayal offered by the commercial. She went on to elaborate on the daily realities that female athletes navigate, noting that the last 24 hours had been dominated by discussions about the ad.
"When you're a woman in sport, it's not pretty. It's not glamorous. It's not sexy all the time, definitely," Hunt said.
She described the less glamorous moments that are part of any athlete's life, such as dealing with unexpected physiological challenges. "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," she added, underscoring that athletes must contend with bodily functions and personal discomfort while still performing at the highest level.
Hunt's remarks were echoed by several other prominent women in sport. 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." The message was clear: the authentic image of a female athlete is one of strength, discipline, and perseverance, not the stylised, sexualised tableau presented in the Novig commercial. Australian boxer Skye Nicolson added her voice to the chorus of criticism 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 attention to the distinction between confidence that stems from athletic competence and the exploitation of sexuality as a marketing tool.
Her observation reflects a broader conversation about how women's bodies are often commodified in advertising, especially in contexts that have little to do with the product being sold. In what appears to be an attempt to counter the backlash, Sweeney shared a series of images from ESPN Magazine's BODY Issue on her Instagram stories. The BODY Issue is known for featuring athletes in artistic nude photography, celebrating the form of the human body in the context of sport. Among the images she posted were iconic figures such as tennis legend Serena Williams and soccer star Megan Rapinoe, both of whom have previously embraced body positivity and the empowerment that comes from showcasing athletic physiques without sexual overtones.
While Sweeney's repost may have been intended to align herself with a tradition of respectful athletic representation, many observers felt it missed the mark. The BODY Issue, though celebratory, is curated with an emphasis on athletic achievement and the natural beauty of the human form, whereas the Novig advert was criticised for using minimal clothing and suggestive positioning primarily to attract attention to a betting platform. Critics argue that the two contexts are not interchangeable; one honors sport, the other leverages it for commercial gain. The controversy has reignited an ongoing debate about the portrayal of women in sports media and advertising.
Historically, female athletes have battled stereotypes that either diminish their capabilities or sexualise their appearances. Studies have shown that when women are depicted primarily in sexualised ways, it can undermine public perception of their athletic competence and deter young girls from pursuing sports. Conversely, positive representation—highlighting skill, determination, and the physical realities of training—has been linked to increased participation rates and greater respect for women's sports.
In response to the outcry, several advocacy groups have called for stricter guidelines on how athletes, especially women, are featured in promotional material. They argue that advertisers should collaborate with sports organizations to ensure that campaigns reflect the true spirit of competition rather than exploiting gendered imagery for profit. The dialogue sparked by Hunt's comments and the subsequent social media responses underscores a growing awareness among athletes that they have a platform to challenge misrepresentations.
By speaking out, they not only defend their own integrity but also pave the way for future generations to experience a sports culture that values performance over provocation. As the conversation continues, the betting company behind the ad has yet to issue a formal apology or clarify its creative direction. Meanwhile, the athletes involved remain steadfast in their message: the essence of women's sport lies in dedication, resilience, and the everyday challenges that shape champions—not in the fleeting allure of a sensationalised commercial.