British sprinter Amy Hunt has joined a growing group of female athletes criticising Sydney Sweeney’s controversial sports betting advertisement, delivering a pointed message to the actress moments after competing in the women’s 200m at the Ultimate Championship.
Hunt clocked a season-best 22.10 seconds to finish fourth in Budapest, while American Melissa Jefferson-Wooden won the race in a stunning 21.47. Speaking directly into the camera after her race, Hunt said: “Sydney Sweeney, this is what women’s sport looks like!”
She later added: “21.4. Muscles. Hard work, blood, sweat, tears.”
“This is what women in sport look like.”
Amy Hunt celebrates sportswomen after her race at the Ultimate Championship.
It comes amid criticism of Sydney Sweeney for her appearance in an advert for a sports betting company. pic.twitter.com/e3cK6Gcm8Y
— BBC Sport (@BBCSport) September 14, 2026
Hunt’s comments came as criticism continued to grow over Sweeney’s new campaign for sports prediction company Novig, which features the actress appearing nude or partially covered by sports equipment while taking part in different sporting activities. The campaign has been accused by several female athletes of sexualising women’s sport rather than celebrating the work and achievement behind it.
Ariarne Titmus calls out Sydney Sweeney advert
Four-time Olympic swimming champion Ariarne Titmus was among the strongest voices to criticise the campaign.
“I can’t describe how infuriated I feel when I watch this,” Titmus said, arguing that the advertisement was disrespectful to women who have spent years developing their sporting careers.
She questioned how “monetising a woman’s body and sexualising women’s sport” could still be used as part of a commercial campaign.
Australian water polo Olympian Tilly Kearns and swimmer Lani Pallister have also joined the response, while gymnast Gracie Kramer helped popularise the phrase “this is what a woman in sport looks like.” Athletes have been sharing videos and images of their training, competition and achievements as a direct contrast to the campaign.
Sydney Sweeney Novig Ad Controversy
The Novig campaign, released on September 9, uses the tagline “Just Sports” and presents Sweeney playing several sports while using equipment to cover her body. Sweeney has defended the concept, describing it as a playful campaign intended to focus attention on sports.
Sydney Sweeney responds to the backlash over her semi-nude sports ad by posting examples of similar shoots featuring other stars over the years.
Funny how those never seemed to cause quite the same outrage.
Bravo @sydney_sweeney 👏 😏 pic.twitter.com/5MTuQjDeJ3
— LBL (@we_are_LBL) September 14, 2026
Sweeney is also an equity partner in Novig and was involved in the creative process behind the campaign. She later responded to the criticism by sharing images of famous athletes who have posed nude for sports publications, including Serena Williams.
