Amy Hunt has renewed criticism of Sydney Sweeney’s controversial sports betting advert, arguing that campaigns featuring female athletes should focus on ability and participation rather than appearance. The debate has quickly become a daily trending topic, raising wider questions about representation, advertising and the pressure young women face in sport.
Amy Hunt explains her concerns about the Sydney Sweeney advert
The European champion and Olympic silver medallist is among several female athletes who have questioned the message behind Sydney Sweeney’s campaign for betting brand Novig. In the advert, Sweeney appears nude while using sporting equipment to cover parts of her body, before describing the brand as being about “just sports”.
Critics have argued that the concept sexualises women’s sport at a time when organisations are trying to make exercise more welcoming and accessible for girls. Speaking after the Ultimate Championship, Hunt said the advert did not reflect what women’s sport should represent.
During an appearance on Good Morning Britain, Hunt explained that young people need role models who demonstrate what their bodies can do, rather than encouraging them to focus primarily on how they look or what they wear.
Why representation matters to young girls
Hunt connected the discussion to concerns about girls leaving sport during their teenage years. She said advertising should not create additional barriers for young women who might already feel self-conscious about their appearance, clothing or performance.
Her message was that participation can take many forms, from elite competition to running with friends or joining a local Parkrun. The central idea is empowerment: girls should feel able to exercise without worrying about meeting an unrealistic image.
Backlash has also prompted support for women’s sport
Although Hunt criticised the advert’s creative direction, she acknowledged that the reaction had developed beyond the campaign itself. Online discussion has produced compilations and conversations celebrating women in sport, helping shift attention towards athletes and their achievements.
Hunt also stressed that her comments were not intended as a personal attack on Sweeney. Instead, she said the focus was on the campaign’s apparent intention and the broader effect of using a sexualised image to promote a sports-related product.
What Sydney Sweeney has said
Sweeney has not issued a detailed public response to the criticism. However, she appeared to reference the debate through Instagram Stories featuring images of prominent sporting figures who had previously taken part in nude or revealing photoshoots. The athletes and sports personalities included Serena Williams, Caroline Wozniacki, Megan Rapinoe, Rob Gronkowski, Karl-Anthony Towns and Jason Kelce.
Novig and Sweeney were contacted for comment, according to the source report.
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Why the advert has become a wider advertising debate
The controversy reflects a familiar tension in celebrity marketing. Advertisers often use provocative imagery to attract attention, but a campaign can also be judged by whether its creative choices reinforce or challenge stereotypes.
- Does the advert celebrate athletic performance or primarily the celebrity’s body?
- What message might younger viewers take from the campaign?
- Does the use of sports equipment meaningfully connect with sport, or simply provide a visual prop?
- How should brands promote women’s sport without reducing athletes to appearance?
These questions have made the Sydney Sweeney advert a significant daily trending topic across entertainment and sports conversations.
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Sydney Sweeney’s previous advertising controversy
This is not the first time Sweeney has faced criticism over a marketing campaign. The actor previously attracted controversy over an American Eagle promotion that some commentators said echoed language associated with white supremacy and eugenics.
Sweeney later said she was surprised by the response, while American Eagle maintained that the campaign was about its jeans and how people wear them. The separate incident has contributed to wider scrutiny of Sweeney’s commercial work and the messages brands attach to celebrity-led advertising.
Frequently asked questions
Why is Amy Hunt criticising Sydney Sweeney’s advert?
Hunt believes the advert places too much emphasis on sexualised imagery instead of showing women’s sporting ability, participation and confidence.
What is shown in the Novig advert?
Sydney Sweeney appears nude while covering parts of her body with sporting equipment and promotes Novig as a sports-focused brand.
Has Sydney Sweeney responded to the criticism?
She has not publicly given a detailed response, although Instagram posts featuring nude photoshoots involving sports figures appeared to reference the debate.
The key takeaway
Amy Hunt’s criticism has turned the Sydney Sweeney campaign into a daily trending topic about more than one advert. It has reopened an important conversation about how women’s sport is represented and why campaigns aimed at sports audiences should prioritise confidence, ability and inclusion over appearance.
