British sprinter Amy Hunt responded to criticism of a sports gambling advertisement featuring actress Sydney Sweeney by highlighting the dedication and physicality of female athletes. Hunt made the statement after finishing fourth in the 200m final at the World Athletics Ultimate Championship in Budapest, running a season’s best 22.10 seconds. Her comments followed a surge of criticism from female athletes regarding the Novig ad, which depicts Sweeney nude while partially covered with sporting equipment, with many arguing it sexualizes women’s sports and prioritizes appearance over athletic achievement.
The backlash began with American gymnast Gracie Kramer, who posted a training montage with the caption, “This is what women in sport look like.” Australian Olympic swimmer Ariarne Titmus described the ad as “a kick in the face” to women who have dedicated their lives to their craft, questioning why the monetization and sexualization of women’s sports persists. Other athletes, including British cyclist Sophie Capewell, rugby players Lisa Neumann and Ellie Boatman, and Australian water polo Olympian Tilly Kearns, also shared their experiences and frustrations.
Sweeney responded to the criticism by sharing photos of other athletes, including Serena Williams and Ronda Rousey, posing in revealing attire, seemingly suggesting hypocrisy. The Novig platform, in which Sweeney owns an equity stake, was founded on the premise of restricting prediction markets to sports, according to its founder Jacob Fortinsky.
While some defended Sweeney, arguing the ad brought attention to women’s sports, the core of the criticism centers on the portrayal of female athletes and the message it sends about valuing appearance over athletic prowess. The debate highlights an ongoing struggle for female athletes to be recognized for their skills and dedication, rather than their physicality.
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