British sprinter Amy Hunt responded sharply to actress Sydney Sweeney’s controversial betting advertisement, reminding viewers that the reality of women in sport looks very different from the image portrayed in the commercial. The advert, created for the U.S. betting firm Novig, features the "Euphoria" star scantily clad and draped in sports equipment, a visual that has sparked a wave of criticism from female athletes and sports fans alike. Hunt, who recently secured two European titles in the individual sprint events, took the opportunity to address the issue during a post‑race interview on the BBC after finishing fourth in the 200‑metre final at the inaugural World Athletics Ultimate Championship in Budapest.
She 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 continued, "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 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’s remarks underscored a broader conversation about how female athletes are represented in media and marketing.
While many women in sport do indeed possess confidence and physical strength that can be celebrated as attractive, the commercial in question seemed to rely on sexualisation rather than showcasing genuine athletic achievement. This distinction was echoed by several other prominent sportswomen. Former U.S.
Olympic gymnast Gracie Kramer posted a short video of herself training, captioning it, "Idk what Sydney Sweeney was doing but this is what a woman in sport looks like." The post highlighted the contrast between the raw, disciplined effort of training and the glossy, objectifying imagery used in the Novig spot. Australian boxing champion Skye Nicolson added her voice 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 pointed to a long‑standing issue where advertisers often exploit a woman's athletic form for commercial gain, rather than honoring the skill and dedication required to excel. In what appeared to be a defensive maneuver, Sweeney shared a series of images from ESPN Magazine’s BODY Issue on her Instagram Stories.
The BODY Issue is known for featuring athletes such as Serena Williams and Megan Rapinoe in tasteful, artistic nude photographs that celebrate the human form in the context of sport. By linking her own campaign to these celebrated images, Sweeney seemed to suggest that her commercial was part of a broader tradition of showcasing athletic bodies, though critics argue the intent and execution differ significantly. The backlash against the Novig advert reflects a growing sensitivity among athletes and audiences regarding the portrayal of women in sports marketing. Many argue that genuine empowerment comes from highlighting performance, perseverance, and the personal challenges athletes face—such as Hunt’s mention of dealing with her menstrual cycle during competition—rather than reducing them to visual props for a betting brand.
Beyond the immediate criticism, this episode has sparked discussions within advertising circles about the ethical responsibilities of brands when featuring athletes. Companies are being urged to collaborate with athletes in ways that respect their professional identities and avoid perpetuating stereotypes.
Some marketing experts suggest that future campaigns could benefit from featuring athletes in authentic training environments, focusing on narratives of resilience and achievement, which tend to resonate more deeply with both fans and the athletes themselves. In summary, the response to Sydney Sweeney’s betting commercial has been a united front of women athletes calling for a more accurate and respectful representation of female sport.
Amy Hunt’s pointed remarks, supported by Gracie Kramer, Skye Nicolson, and the broader sporting community, emphasize that the true image of women in sport is built on dedication, hard work, and the everyday realities of competition—not on superficial sexualisation. The dialogue continues as brands, athletes, and audiences negotiate how best to celebrate athletic excellence while maintaining dignity and authenticity.