British sprinter Amy Hunt has joined a growing cohort of elite female athletes criticizing a sports betting advertising campaign starring actress Sydney Sweeney, arguing that the marketing imagery misrepresents the reality of professional women’s sports.
The Olympic silver medalist addressed the actress directly following her performance in the 200m final at the inaugural World Athletics Ultimate Championship in Budapest. After finishing fourth in the race, Hunt told reporters: “Sydney Sweeney, this is what women in sport look like.”
The controversy centers on the “Just Sports” campaign for Novig, a U.S.-based sports prediction market. The advertisements feature Sweeney, who is a strategic partner and equity holder in the company, posing with various pieces of athletic equipment, including American footballs and hockey gear, in a manner that critics have described as sexualized and disconnected from actual competition.
Hunt’s comments reflect a broader frustration among professional athletes regarding the “male gaze” in sports media. According to The Guardian, Australian Olympic swimming champion Ariarne Titmus described the campaign as a “kick in the face” to women who dedicate their lives to mastering their craft. World champion boxer Skye Nicolson also voiced opposition, suggesting the imagery leans into aesthetics over the physical grit required for professional athletics.
Analysis of the “Just Sports” campaign suggests a strategic friction between brand visibility and athletic representation. While Novig differentiates itself from traditional betting platforms by operating as a prediction market, its decision to lead with a high-profile Hollywood star rather than active athletes has become a flashpoint for debate.
Sweeney appears to have responded indirectly to the backlash. Reports indicate the actress shared images from ESPN’s “The Body Issue” on her Instagram Stories, highlighting previous instances where world-class athletes, including Serena Williams, have participated in nude or semi-nude artistic portraits for sports publications.
The friction highlights a recurring challenge for sports organizations and betting platforms as they attempt to reach broader audiences. While marketing often prioritizes celebrity reach, athletes like Hunt are increasingly vocal about ensuring that the public perception of women in sport remains grounded in performance and physical achievement. Hunt, a four-time European champion, has consistently used her platform to advocate for realistic portrayals of female competitors.
