Amy Hunt Calls Out Sydney Sweeney Ad, Highlights Real Women in Sport

British sprinter Amy Hunt has joined a growing chorus of athletes demanding that advertisers stop using tokenistic images and instead celebrate authentic women in sport. In a candid interview, Hunt told actress Sydney Sweeney, “this is what women in sport look like,” after the star appeared in a high‑profile betting advert that many critics say reduces female athletes to a marketing prop. The controversy has reignited debates across the United States, Canada, the United Kingdom, Australia and beyond about how women are portrayed in commercial media.

Why the ad sparked outrage

The betting advert, released in early 2026, featured Sydney Sweeney in a glamorous setting, surrounded by stylised footage of various sports. While the campaign aimed to capture excitement around major tournaments, it quickly drew criticism for its superficial treatment of female athletes. Critics argued that the ad used generic, heavily edited clips that bore little resemblance to the real, gritty work of professional women athletes.

Hunt, a rising star in British sprinting, highlighted that the footage showed women in unrealistic poses, with exaggerated lighting and no reference to actual competition. “When you see a woman in a sports ad, you expect to see the sweat, the training, the dedication,” she said. “Instead, we get a polished, almost cartoonish version that doesn’t reflect the reality of women in sport.”

Historical context of representation

Representation of women in sport has evolved dramatically over the past decades. In the 1990s, coverage was limited to a handful of high‑profile events, and female athletes often faced stereotypical portrayals. By the 2010s, campaigns like “This Girl Can” began to shift the narrative toward empowerment and inclusivity. However, the 2020s have shown that commercial interests sometimes revert to outdated tropes, especially in betting and gambling advertising, where the focus remains on profit rather than authentic storytelling.

Hunt’s criticism is part of a broader movement that includes athletes from the United States, Canada, and South Africa, who have called for stricter guidelines on how women are depicted in advertising. In 2025, the UK Advertising Standards Authority introduced a voluntary code encouraging advertisers to feature real athletes and avoid overly sexualised imagery, but enforcement remains uneven.

Impact on the betting industry

The betting sector, worth billions globally, has faced increasing scrutiny for its marketing practices. In 2026, several regulators in Australia and the United Arab Emirates introduced new rules requiring clearer disclosures about the use of athlete likenesses. Yet, many campaigns still slip through the cracks, relying on celebrity endorsements rather than genuine athlete partnerships.

Following the backlash, the betting company behind the Sweeney ad issued a statement apologising for any offense caused and pledged to work with female athletes on future projects. While the apology was welcomed, many, including Hunt, argue that concrete actions—such as hiring women athletes as creative consultants—are needed to rebuild trust.

Global reactions and the role of social media

Social media platforms amplified the conversation, with hashtags like #WomenInSport and #RealAthleteStories trending across Twitter, Instagram and TikTok in the United Kingdom, Canada and Nigeria. Fans shared clips of real training sessions, highlighting the contrast between the polished advert and the raw reality of competition.

In Kenya and Ghana, local athletes used the moment to launch grassroots campaigns encouraging young girls to pursue sports without fear of misrepresentation. These initiatives underline how a single ad can spark worldwide dialogue about gender equity, media responsibility and cultural perception.

What athletes and brands can do moving forward

Experts suggest several steps for brands seeking authentic representation:

• Engage athletes early: Involve female athletes in the creative brief from the outset.
• Show real training footage: Use unfiltered clips that capture the effort behind the performance.
• Provide context: Include narratives that explain the athlete’s journey, not just a visual hook.
• Commit to diversity: Feature athletes from a range of sports, ethnicities and body types.
• Allocate budget for consultancy: Pay professional female athletes or gender‑equity consultants to audit campaigns.

For athletes like Hunt, speaking out remains a powerful tool. By leveraging their platforms, they can hold brands accountable and push for change that benefits future generations of women in sport.

Case study: Example of authentic campaign

Example: In mid‑2026, a European sportswear brand launched the “Track Her Story” series. The campaign featured British hurdler Jessica McLeod training on a rain‑soaked track, intercut with interviews about her early mornings, nutrition challenges and the pressure of balancing university studies. The footage was shot with natural lighting, no retouching, and the brand credited McLeod as a co‑creator. The series generated a 27% increase in engagement among female audiences and was praised by the ASA for meeting the new voluntary code.

Legal landscape and upcoming regulations

Beyond the 2026 disclosures in Australia and the UAE, the European Commission is drafting a directive that would require any advertisement featuring athletes to obtain written consent and to disclose any commercial relationship prominently. The draft, expected to be finalised in early 2027, aims to curb the use of athletes’ images without meaningful involvement.

In the United Kingdom, the ASA is piloting a “Real Athlete Verification” program, where advertisers submit behind‑the‑scenes footage to prove authenticity. Participation is voluntary for now, but early adopters report fewer complaints and higher consumer trust scores.

How fans can amplify authentic stories

Fans play a crucial role in shifting the market. Practical ways to support authentic representation include:

• Sharing verified training videos from athletes on personal feeds.
• Tagging brands in posts that highlight real athlete moments, encouraging them to notice and respond.
• Participating in online petitions that call for stricter advertising standards.
• Supporting streaming platforms that feature women‑only sports documentaries.

These actions create a feedback loop that signals to advertisers that authenticity drives engagement.

FAQ

What exactly did Amy Hunt say to Sydney Sweeney?

Hunt told Sweeney, “this is what women in sport look like,” emphasizing that the advert’s portrayal did not reflect the reality of female athletes.

Has the betting company responded to the criticism?

Yes, the company issued an apology and announced plans to collaborate with female athletes on future campaigns, though specific actions are still pending.

Are there any new regulations affecting sports advertising?

In 2026, regulators in Australia and the UAE introduced stricter disclosure rules for using athlete likenesses, aiming to improve transparency and authenticity. Additional EU and UK initiatives are expected in 2027.

How can fans support authentic representation?

Fans can amplify real athlete stories on social media, support brands that showcase genuine sports content, and engage with campaigns that promote diversity and inclusion.

Will this controversy affect future advertising budgets?

While it is too early to predict exact budget shifts, brands are likely to allocate more resources toward authentic storytelling to avoid reputational risk.

What steps can brands take to avoid tokenism?

Brands should involve athletes early in the creative process, use unedited training footage, provide narrative context, ensure diversity across sport and ethnicity, and allocate budget for gender‑equity consultancy.

Is there evidence that authentic campaigns perform better?

Early case studies, such as the 2026 “Track Her Story” series, show higher engagement rates and positive sentiment compared with traditional celebrity‑only ads.

Overall, Amy Hunt’s outspoken stance serves as a reminder that genuine representation matters. As the conversation continues into 2027, athletes, advertisers and regulators will need to work together to ensure that women in sport are portrayed with the respect and realism they deserve.

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