British sprinter Amy Hunt has condemned a new betting advertisement featuring actress Sydney Sweeney. The campaign , produced for the bookmaker Novig, uses nudity and sports equipment to promote betting products, sparking backlash from the global women's sports community.
Amy Hunt's post-race critique at the World Athletics Ultimate Championship
During the inaugural World Athletics Ultimate Championship on Sunday, Amy Hunt used her platform to voice opposition to the Novig advertisement. After finishing fourth in the 200m race, the British sprinter argued that the campaign sexualizes women's sports rather than celebrating athletic achievement. As reported by the source, Hunt emphasized that young athletes need role models who demonstrate physical capability rather than mere aesthetic appeal.
The sprinter's comments come at a time when the global women's sports community is increasingly vocal about media representation. Hunt suggested that the campaign could negatively influence how men perceive female athletes , potentially undermining recent efforts to improve representation through updated broadcasting regulations.
The contrast between Novig's imagery and the reality of female athletes
Amy Hunt used her appearance on the GMB programme to highlight the stark difference between the polished imagery in the Sydney Sweeney advertisement and the lived experience of professional athletes. hunt noted that the reality of sport involves "sweat, blood and tears," including the practical challenges of training while managing menstrual cycles. She argued that the Novig campaign risks reducing the hard work of female competitors to simple sex appeal.
The reaction to the advertisement has reportedly moved beyond the initial controversy to spark a wider discussion on female empowerment. According to the report, Hunt believes the focus of sports media should remain on fair competition and the resilience of the athletes themselves.
Prioritizing 'what a body can do' over visual appeal
The core of the debate centers on whether sports marketing should emphasize athletic function or physical appearance. Hunt argued that the industry should encourage participation by focusing on what a body is capable of achieving rather than how it looks. This stance aims to prevent the creation of new barriers for young women who may feel excluded by unrealistic or hyper-sexualized standards of beauty.
The controversy has resonated with many in the athletic community who advocate for a shift in narrative. Many supporters have reportedly reached out to Hunt to express their agreement with her stance against the sexualization of female competitors in promotional media.
Unanswered questions for Sydney Sweeney and the Novig brand
While the backlash from the global women's sports community has been widespread, the specific motivations of the bookmaker Novig remain unclear. The source does not indicate whether Sydney Sweeney or the betting company have issued a formal rebuttal to the criticisms leveled by Hunt and other Olympic athletes. Furthermore, the specific broadcasting regulations Hunt mentioned—which aim to improve the representation of women in sports—were not detailed in the report.
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