Amy Hunt fired back at Sydney Sweeney's polarising betting commercial, bluntly reminding the actress that "this is what women in sport look like." The advert, created for the American wagering firm Novig, showcases the Euphoria star scantily clad and draped in sports gear, a visual that has sparked a wave of criticism from female athletes and sports advocates worldwide. Britain's double European sprint champion, Hunt, directed her rebuke toward 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 with 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 explain that the last 24 hours had been dominated by discussion of Sweeney's advertisement, noting, "When you're a woman in sport, it's not pretty. It's not glamorous. It's not sexy all the time, definitely not. There are low moments.
Even turning up to this championship, my period started yesterday, which is far from ideal, and that's not something you ever plan for." Hunt's remarks were echoed by several other high‑profile sportswomen who took to social media to voice their disapproval. 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 conversation about the representation of female athletes in advertising.
Critics argue that Sweeney's ad reduces the dedication, discipline, and physical rigor of women athletes to a superficial, sexualised image, ignoring the countless hours of training, injury management, and personal sacrifice that define a sporting career. For many, the commercial feels like a betrayal of the very community it attempts to celebrate. In response to the criticism, Sweeney posted a series of images from ESPN Magazine's BODY Issue to her Instagram stories. The BODY Issue is known for its artistic, often nude portraits of athletes such as Serena Williams and Megan Rapinoe, celebrating the human form in the context of sport.
By sharing these images, Sweeney may have been attempting to align herself with a more respectful portrayal of athletes, though the gesture was seen by some as insufficient or deflective. The controversy also raises questions about the responsibility of brands and celebrities when they leverage athletic imagery for commercial gain. Betting companies, in particular, have a history of using high‑energy, visually striking campaigns to attract customers, but they must balance marketing objectives with sensitivity toward the subjects they depict. When a campaign features a well‑known actress rather than actual athletes, it can appear tone‑deaf, especially if the portrayal leans heavily on sexual appeal rather than authentic sport performance.
Athletes like Hunt emphasize that the reality of women's sport includes moments of vulnerability—such as dealing with menstrual cycles during competition, coping with injuries, and confronting gender bias—elements that rarely make it into glossy advertisements. By spotlighting these truths, they aim to shift public perception toward a more nuanced appreciation of what it means to be a female competitor. The discussion has also prompted broader reflection within the sports community about how to support and amplify authentic female voices.
Organizations, governing bodies, and sponsors are being called upon to prioritize campaigns that showcase genuine athletic achievement, diverse body types, and the lived experiences of women athletes, rather than relying on conventional notions of sex appeal. As the debate continues, it underscores the power of athletes to shape narratives about their own representation. When champions like Amy Hunt speak out, they not only defend their own dignity but also pave the way for future generations of women who may look up to them and expect to see their hard work reflected accurately in media and marketing.
The incident serves as a reminder that the intersection of sport, commerce, and culture must be navigated with respect, authenticity, and an awareness of the real stories behind every athlete's journey.