Amy Hunt, the British sprinter who recently captured two European titles in the individual sprints, responded forcefully to the controversial betting commercial starring Sydney Sweeney. In a candid interview with the BBC, Hunt reminded viewers that the real image of women in sport is far removed from the scantily‑clad, hyper‑sexualized portrayal presented in the ad.
The commercial in question was produced for Novig, an American betting firm, and features the actress best known for her role in the hit series Euphoria. In the spot, Sweeney appears almost naked, draped only in sports equipment, as a visual gimmick meant to attract attention. The ad quickly ignited a firestorm of criticism from female athletes and advocates who argued that it reduced women’s athleticism to a sexual spectacle. Hunt’s rebuttal was both pointed and personal.
After finishing fourth in the 200‑metre final at the inaugural World Athletics Ultimate Championships in Budapest, she turned to the microphone and said, "Sydney Sweeney, this is what women in sport look like." She then listed the measurable achievements that define an elite athlete: "21.4 seconds, muscles, hard work, sweat, blood, tears. This is a beautiful evening." By quoting the winning time of Melissa Jefferson‑Wooden, Hunt underscored that performance, not provocation, should be the focus. She went on to elaborate on the everyday realities that female athletes face, noting that the last 24 hours had been dominated by discussion of the ad and its implications. "When you're a woman in sport, it's not pretty.
It's not glamorous. It's not sexy all the time, definitely," she said, emphasizing that the grind of training and competition is often gritty and unglamorous.
Hunt shared a candid detail about her own experience at the championship: her period began the day before the race, an inconvenient and often uncomfortable reality that athletes must manage, yet one that is rarely highlighted in media portrayals. Hunt was not alone in her condemnation. Former U.S.
Olympic gymnast Gracie Kramer posted a video of herself performing a routine, captioned, "Idk what Sydney Sweeney was doing but this is what a woman in sport looks like." The message reinforced that the true image of a female athlete is defined by skill, dedication, and physical prowess, not by a marketing gimmick. Australian boxer Skye Nicolson added her voice on Instagram, drawing a clear distinction: "There's a big difference between looking 'sexy' because you do sport compared to using sex to sell 'sport'." Her comment highlighted the problematic nature of exploiting sexuality to market athletic events or products.
In an apparent attempt to counter the backlash, Sweeney posted a series of images from ESPN Magazine's BODY Issue to her Instagram stories. Those images featured celebrated athletes such as Serena Williams and Megan Rapinoe in tasteful, artistic nude photography that celebrates the human form in the context of sport. While the BODY Issue is widely praised for its respectful portrayal of athletes' bodies, many critics argued that Sweeney's choice to juxtapose those images with her own ad did little to address the core concerns about objectification.
The controversy touches on broader debates about the representation of women in sports media. Historically, female athletes have struggled for equitable coverage, often receiving attention that emphasizes appearance over achievement.
Advertising campaigns that lean on sexual appeal risk perpetuating stereotypes that diminish the legitimacy of women's sports. Critics argue that such tactics can undermine efforts to secure sponsorships, equal pay, and media visibility for female competitors.
Moreover, the incident raises questions about the responsibilities of brands and advertisers. When a betting company like Novig decides to use a high‑profile actress in a provocative setting, it must consider the potential backlash from the very community it hopes to engage. The negative response from athletes like Hunt, Kramer, and Nicolson illustrates that the target audience is increasingly attuned to issues of authenticity and respect. In response to the uproar, some commentators suggested that advertisers could instead highlight genuine stories of athletes, showcasing the dedication, training regimens, and personal sacrifices that define elite competition.
By focusing on narrative depth rather than visual shock value, brands could create campaigns that resonate more meaningfully with sports fans and promote a healthier image of women in athletics. As the discussion continues, the incident serves as a reminder that the portrayal of women in sport remains a contested terrain. While some may argue that any visibility is beneficial, athletes like Amy Hunt make clear that visibility must be earned through authentic representation of performance, not through the reduction of athletes to decorative objects.
The debate underscores the need for ongoing dialogue between advertisers, athletes, and audiences to ensure that future campaigns honor the true spirit of sport.