Amy Hunt leads backlash to Sydney Sweeney’s viral advert labelled ‘real setback’

British sprinter Amy Hunt has called out Sydney Sweeney for her controversial sports gambling advert.

Actress Sweeney has come under fire after featuring in a promotional campaign for US sports betting site Novig, where she is wearing little to no clothing and covering herself with sports equipment

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The advert quickly went viral online, and has sparked significant backlash among female athletes.

Many have criticised its sexualisation of women in sport, with Sweeney being condemned for her involvement in the short video.

Hunt hits out at Sweeney

Hunt - who scooped four gold medals at the European Championships this summer - was among those to criticise Sweeney.

The Team GB sprinter took part in the 200m final at the inaugural World Athletics Ultimate Championship in Budapest on Sunday, where she recorded a season's best 22.10 seconds to finish fourth.

In her post-race interview with the BBC, Hunt said: "That was incredible, to be part of such an incredible race.

"Sydney Sweeney, this is what women in sport look like."

Referring to Melissa Jefferson-Wooden's winning time of 21.47 seconds, she then said: "21.4, muscles, hard work, sweat, blood, tears.

"This is a beautiful evening."

Hunt added: "Obviously we've seen in the last 24 hours everything about the Sydney Sweeney ad, you know, and when you're a woman in sport, it's not pretty.

"It's not glamorous. It's not sexy all the time, definitely.

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"There's some low moments. Even turning up to this championship, my period started yesterday, so that's not really ideal, and that's not ever what you try to really plan for."

US actress Sweeney has starred in popular television series Euphoria, and the 2025 film Christy - a biopic about the legendary female boxer.

Hunt hasn't been the only athlete to hit out at Sweeney, with athletes from a range of sports airing their criticisms too.

Former US Olympic gymnast Gracie Kramer posted a video of her competing with the caption: "I don't know what Sydney Sweeney was doing, but this is what women in sport look like."

Four-time Olympic swimming champion Ariarne Titmus said on Instagram: "I can't describe how infuriated I feel when I watch this.

"Not only is it a kick in the face to every woman who had dedicated her life to perfecting her craft, but every women who enjoys sports for what it really is - teamwork, friendship, dedication, excellent, unity, the list goes on."

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"But, how do we live in a world where monetising a woman's body and sexualising women's sport is still a thing?"

Sweeney later appeared to hit back at critics on her Instagram story, where she shared a series of pictures highlighting female athletes who have posed nude in their careers.

Sweeney posted nude campaigns of sporting greats Serena Williams, Ronda Rousey, Sue Bird, Megan Rapinoe and Caroline Wozniacki, as well as male athletes who have done the same - including NFL figures Myles Garrett, Rob Gronkowski and Jason Kelce.

Katie Shanahan: Advert a 'real setback'

In the wake of Sweeney's controversial campaign, talkSPORT's Katie Shanahan also voiced her disappointment at the campaign.

A former professional athlete herself - having represented England internationally in hockey - Shanahan slammed the advert for reinforcing negative messages for female athletes.

She said on Monday's talkSPORT Breakfast: “This isn't celebrating women in sport - it's sexualising a woman to sell a sports product. 

“Now you're both probably going to say why are so many women angry about this? It's just an advert - clearly it's worked.

“The reason I feel passionate about this as well - as a former international athlete - it feels like a real setback after all the work that women's sport has done over decades to get the recognition and just celebrate women for just performing."

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She continued: “Research has shown 1.3 million girls who once loved sports drop out during their teenage years. Around 45 per cent of teenage girls quit sports due to body image and that's what this is all about. 

“I saw this when I played international hockey. There was a massive drop off especially when they reached 18 - people would go and do other things.

“And I think now women need role models saying it's sexy to be strong. It's sexy to be an athlete. Their bodies should be valued for what they can do - these amazing things that athletes have achieved not simply on how they look.

“So stop sexualizing women in sport and start celebrating them is my argument.”