Amy Hunt addresses Sydney Sweeney’s controversial advert
British sprint star Amy Hunt delivered a pointed message to Sydney Sweeney after the actress faced criticism over a provocative advertising campaign accused of sexualising women’s sport, reports BritPanorama.
Hunt addressed the controversy moments after finishing fourth in the 200 metres at the inaugural World Athletics Ultimate Championship, looking directly into the camera during her post-race interview. “It was incredible to be part of such an incredible race,” the 24-year-old said. “Sydney Sweeney, this is what women’s sport looks like! Hard work, sweat, blood, tears. This is a beautiful evening.”
Her comments followed the release of Sweeney’s advert for sports prediction platform Novig, in which the “Euphoria” star posed naked while strategically covering herself with various pieces of sporting equipment. The campaign generated widespread attention but divided opinion, with several athletes arguing that it undermined efforts to have female sporting achievements taken seriously.
Australian Olympic water polo player Matilda Kearns expressed her discontent with the advertisement, stating, “I absolutely f****** hate Sydney Sweeney’s new sports ad.” Former Olympic sprinter Hannah Williams also weighed in, sharing footage of athletes competing on the track and declaring, “Hey Sydney Sweeney, this is women in sports btw. The ad is such a disgrace for women in sports constantly trying to be respected in a male-dominated field.”
Olympic weightlifting coach Danielle Bagacay highlighted the ongoing issue of sexualisation in female sports, warning it could overshadow athletes’ achievements. Fitness influencer Angela Everington added that Sweeney could have used her platform to celebrate women’s athletic capabilities, rather than detract from them.
However, some defended Sweeney, arguing that the advertisement brought attention to women’s sports and that criticism against her was unwarranted. One response to Kearns read, “It still brought attention to women’s sports… stop being such haters to another woman. Full stop. The end.”
Sweeney, who has an equity stake in Novig, reportedly selected to appear nude in the campaign voluntarily. The company’s founder, Jacob Fortinsky, noted that the actress was attracted to the platform because it restricts its prediction markets to sports, contrasting with rival platforms that allow wagers on personal details involving celebrities.
Sweeney later responded to the backlash through a series of Instagram Stories, showcasing prominent male and female athletes who have posed nude. Her posts included images of Serena Williams, Ronda Rousey, Sue Bird, and Megan Rapinoe, alongside male stars like Rob Gronkowski and Jason Kelce.
This incident underscores the delicate tension between artistic expression in advertising and the ongoing struggle for recognition and respect within women’s sports. As the discourse around gender representation continues, it remains to be seen how these complex intersections of sport, media, and identity will evolve in the public eye.
