British sprinter Amy Hunt and a coalition of female athletes have publicly criticized a viral sports gambling advertisement starring actress Sydney Sweeney.
Amy Hunt and Athletes Call Out Sexualization in Sport
Following her performance in the 200m final at the Ultimate Championship in Budapest, British sprinter Amy Hunt addressed the commercial directly in an interview with BBC Sport. Hunt, who captured a European title earlier this summer, finished the race with a season’s best time of 22.10 seconds.
“Sydney Sweeney, this is what women in sport look like,” Hunt stated during her post-race remarks, pointing to the hard work behind elite athletic performances according to BBC Sport. The backlash gained momentum across social media, where American gymnast Gracie Kramer shared a training montage with the caption, “I don’t know what Sydney Sweeney was doing, but this is what women in sport look like.” Additional female competitors joined the conversation by posting footage of their training regimens to highlight the physical realities of their careers.
Sydney Sweeney’s Response and Novig Campaign Strategy
The 29-year-old actress posted promotional clips of the commercial alongside archival photographs of prominent female athletes—including Serena Williams, Ronda Rousey, Sue Bird, Megan Rapinoe, and Caroline Wozniacki—appearing in skin-baring magazine spreads. Her Instagram round-up also featured male sports figures such as Myles Garrett, Rob Gronkowski, Karl-Anthony Towns, and Jason Kelce.
Novig founder and chief executive Jacob Fortinsky explained to Front Office Sports that Sweeney took an active role in shaping the provocative concept. Fortinsky stated that Sweeney holds an equity stake in the platform and was specifically drawn to Novig because its prediction markets focus exclusively on sports rather than entertainment or political events. “She said, ‘I’m uncomfortable with other platforms that have markets on what color underwear I’m going to wear,'” Fortinsky recalled of his discussions with the actress.
Public Backlash and Social Media Reaction
The commercial drew mixed reactions from viewers online, with several social media users expressing frustration over the marketing approach. According to comments captured by Daily Mail, one user wrote, “As a former athlete and a woman who has personally experienced sexualized comments, I’m genuinely disgusted and disappointed by this campaign.” Critics argued that the advertisement undermined years of advocacy aimed at ensuring female competitors are evaluated based on athletic achievement rather than physical appearance.
Despite the criticisms, Fortinsky defended the visibility generated by the campaign. “Sydney is great at captivating audiences and being the center of attention,” Fortinsky told Front Office Sports. “In some sense, it forces us into the national discourse.”