British sprinter Amy Hunt has taken a public swipe at actress Sydney Sweeney over the American star’s controversial sports betting campaign, using her post-race interview to make a pointed statement about what she believes women’s sport should represent.
Hunt, 24, delivered the remark shortly after finishing fourth in the 200m at the inaugural World Athletics Ultimate Championship.
Looking directly toward the camera, she appeared to address Sweeney as she celebrated the spectacle of women’s athletics.
“Sydney Sweeney, this is what women’s sport looks like!” Hunt said.
She then highlighted the physical demands behind elite competition, adding: “Hard work, sweat, blood, tears. This is a beautiful evening.”
Sweeney’s Nude Campaign Sparks Debate
Sweeney has faced criticism over an advert for sports betting platform Novig in which she appears nude while strategically using sporting equipment to cover herself.
The campaign quickly became a talking point online, with critics arguing that the advertisement sexualises women rather than celebrating their sporting achievements.
Hunt’s comments have added the voice of a prominent British athlete to the growing criticism surrounding the campaign.
The Cambridge University graduate has previously described herself as “sexy and aggressive”, but her comments about Sweeney’s advert focused squarely on the physical effort and determination associated with competitive sport.
Female Athletes Join the Criticism
Hunt is not the only female athlete to object to the campaign.
Australian Olympic water polo player Matilda Kearns posted a video montage on Instagram in which she strongly criticised Sweeney’s advert before contrasting it with footage of Australia’s women’s water polo team.
“Here’s some real women’s sports content,” Kearns wrote alongside the footage.
Former Olympic runner Hannah Williams also shared a video of female sprinters while directing a message toward Sweeney.
“Hey Sydney Sweeney, this is women in sports btw,” Williams wrote, describing the advert as a disgrace and arguing that female athletes already face the challenge of gaining respect in a male-dominated sporting environment.
Coach Warns Against Focusing on Appearance
Danielle Bagacay, an Olympic weightlifting coach, also entered the debate by arguing that the controversy reflects a much wider problem surrounding the treatment of women’s bodies.
She said the sexualisation of women remains an ongoing issue and argued that excessive attention to physical appearance can distract from athletic achievements, preparation and performance.
Bagacay said her priority as a coach was helping athletes improve their strength, capacity and ability rather than focusing on their weight or appearance.
She added that she hoped criticism from other women would overshadow whatever message Sweeney and the brand intended the campaign to communicate.
Fitness Influencer Highlights Body Image Concerns
Fitness influencer Angela Everington was similarly critical, claiming the campaign had angered women involved in sport.
“Congratulations Sydney Sweeney, you’ve just rattled every woman in sport,” Everington wrote.
She also cited figures relating to body image and participation in sport, claiming that 45 per cent of teenage girls do not believe they have the right body shape for sport and that research has found many women have seen girls leave sport because of concerns about sports clothing or body image.
Everington argued that the campaign could have promoted women’s physical capabilities rather than presenting their bodies in a sexualised way.
Some Defend Sweeney
The backlash has not been universal, however, with some social media users defending Sweeney and questioning the intensity of the criticism.
One commenter accused the campaign’s critics of being motivated by jealousy, while another argued that the advert had nevertheless brought additional attention to women’s sport.
Others urged women to support one another rather than attacking Sweeney over the campaign.
One defender wrote that Sweeney had done nothing deserving of the level of hostility directed at her, questioning why women were not simply supporting another woman.
Novig Boss Explains Why Sweeney Joined Campaign
Novig founder and chief executive Jacob Fortinsky has offered an explanation for Sweeney’s involvement in the campaign.
According to Fortinsky, the actress was attracted to Novig because of its focus on sports predictions, rather than platforms that allow users to bet on a wider range of subjects.
He recalled Sweeney expressing discomfort with betting markets involving personal details, including predictions about what colour underwear she might wear.
Fortinsky said Sweeney viewed sport as having something “clean” about it.
The actress also holds an equity stake in Novig, giving her a financial connection to the company behind the campaign.
Sweeney Responds With Photos of Nude Athletes
Sweeney has since responded to the backlash through a series of Instagram Stories featuring examples of athletes and sporting personalities who have previously posed nude or appeared heavily exposed in magazine shoots.
Among the women featured were tennis star Serena Williams, UFC fighter Ronda Rousey, basketball legend Sue Bird, footballer Megan Rapinoe and tennis player Caroline Wozniacki.
Sweeney also highlighted male athletes who have stripped down for photographs, including NFL stars Myles Garrett, Rob Gronkowski and Jason Kelce, as well as NBA player Karl-Anthony Towns.
Her response appeared designed to challenge the suggestion that posing nude in connection with sport is uniquely problematic when a woman does it.
Campaign Deliberately Designed to Get People Talking
Fortinsky has acknowledged that generating conversation was part of the campaign’s appeal.
He described Sweeney as someone capable of captivating audiences and becoming the centre of attention, suggesting that her involvement would inevitably push the brand into the wider public conversation.
That strategy has clearly succeeded in attracting attention, although the campaign has also created a sharp divide between those who see it as provocative advertising and those who believe it undermines efforts to have women’s sporting achievements taken seriously.
