British sprinter Amy Hunt is among a growing number of female athletes who have publicly criticized a recent sports gambling commercial starring American actress Sydney Sweeney. The viral advertisement features the 29-year-old star, known for her roles in Euphoria and Anyone But You, appearing naked while partially concealed by various pieces of athletic equipment.
Critics, including high-profile sportswomen, argue that the campaign leans into the sexualization of women in athletics rather than honoring their actual professional achievements. Hunt, a four-time European champion, voiced her frustration following the 200m final at the Ultimate Championship in Budapest on Sunday, where she clocked a season’s best of 22.10 seconds to finish fourth.
“Sydney Sweeney, this is what women in sport look like,” Hunt stated during her post-race interview. Contrasting the commercial’s imagery with the reality of elite competition, she highlighted the performance of winner Melissa Jefferson-Wooden, who clocked a blistering 21.47 seconds—the fourth-fastest time ever recorded over the distance. “21.4. Muscles. Hard work, blood, sweat, tears. This is a beautiful evening,” Hunt added.
The online backlash was initiated by American gymnast Gracie Kramer, who posted a training montage on social media with the caption: “I don’t know what Sydney Sweeney was doing, but this is what women in sport look like.” This perspective has been echoed by athletes across several disciplines, including Australian Olympic swimming champion Ariarne Titmus. Titmus condemned the trend, describing the monetization of women’s bodies in sports-related marketing as a “kick in the face” to those who dedicate their lives to their craft.
British cyclist Sophie Capewell, an Olympic champion, defended the collective response from athletes. “It’s giving a very specific picture of women around sport and I think that’s the challenging thing,” Capewell explained. She noted that while individuals are entitled to personal autonomy, the recurring narrative that links sports popularity solely to sexualized imagery is damaging. “Why is that the face of the campaign that is associated with sport? It’s not necessarily that people are upset with someone having autonomy, it’s the fact that that seems to be the only narrative that is directed around women in sports,” she said.
Other prominent figures, including rugby players Lisa Neumann and Ellie Boatman, as well as Australian water polo Olympian Tilly Kearns, have also shared their disapproval online. The campaign has drawn comparisons to a 2023 controversy involving Sweeney and a jeans advertisement for American Eagle, which triggered a separate debate regarding beauty standards and wordplay.
Sweeney has not issued a direct statement in response to the criticism. However, she took to social media to share a series of photos depicting various athletes posing with limited clothing, including appearances by Serena Williams and Ronda Rousey on ESPN covers, as well as male athletes like Myles Garrett and Karl-Anthony Towns. These posts appeared to be an attempt to highlight perceived hypocrisy in the public outcry regarding her latest appearance. The report also notes that with many female athletes criticising its sexualisation of women in sport, and how they are being defined by their appearance rather than their achievements as sportswomen, it has sparked a strong reaction. The report also notes that and describing the frustrations and struggles they have faced throughout their careers, the backlash has included many other athletes from a range of sports posting videos of themselves competing or training. The report also notes that how do we live in a world where monetising a woman’s body and sexualising women’s sport is still a thing. The report also notes that the amount of women who’ve come out and said something,” Capewell said Sport after her post gained attention, i think it’s quite powerful. The report also notes that instead of it having, I don’t know, an athlete or anything else that’s more sport-centric, and that’s the way you want to portray a woman.
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