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.
Hunt addressed the controversy moments after finishing fourth in the 200 metres at the inaugural World Athletics Ultimate Championship, staring 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 intervention 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 posted a montage of her team alongside the message: “I absolutely f****** hate Sydney Sweeney’s new sports ad.”
She added: “Like what are we doing… so much worse than I imagined too. Here’s some real women’s sports content.”
Former Olympic sprinter Hannah Williams also criticised the promotion and shared footage of athletes competing on the track.
“Hey Sydney Sweeney, this is women in sports btw,” she wrote. “The ad is such a disgrace for woman in sports btw constantly trying to be respected in a male dominated field.”
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YES AMY HUNT!!! 🗣️‼️❤️🔥
Olympic weightlifting coach Danielle Bagacay said the sexualisation of female athletes remained an enduring problem which could cause their work and achievements to be overshadowed by their appearance.
Fitness influencer Angela Everington also cited concerns about body image among teenage girls, claiming Sweeney could have used her considerable platform to celebrate what women’s bodies can achieve.
However, others defended the actress and accused her critics of attacking another woman unnecessarily.
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 owns an equity stake in Novig, reportedly chose to appear nude in the campaign herself.
Company founder Jacob Fortinsky said the actress was attracted to the platform because it restricts its prediction markets to sport, unlike rivals which allow wagers on personal details involving celebrities.
He recalled Sweeney saying: “I’m uncomfortable with other platforms that have markets on what colour underwear I’m going to wear. There’s something clean about sports.”
Fortinsky acknowledged that the actress possessed an ability to capture public attention, adding that the campaign had propelled Novig into a national debate.
Sweeney subsequently answered the backlash through a series of Instagram Stories highlighting prominent male and female athletes who have previously posed nude.
Her posts included images of Serena Williams, Ronda Rousey, Sue Bird, Megan Rapinoe and Caroline Wozniacki, alongside male stars including Rob Gronkowski, Jason Kelce, Myles Garrett and Karl-Anthony Towns.
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