British sprint star Amy Hunt hits out at Sydney Sweeney for her naked betting advert which is 'sexualising women's sport' - as other athletes condemn actress for move and brand it 'a kick in the face'

Sydney Sweeney has been accused of sexualising women’s sport by female Olympians after she posed naked in a betting advert. 

The actress, 29, featured in a promotional video for bookmaker Novig in which she used various pieces of sports equipment to cover herself up.

The advert has drawn widespread condemnation from across the world of women’s sport, in particular from female Olympians.

British sprinter Amy Hunt – who became the first athlete to win four gold medals at a single European Championships earlier this year – used her post-race interview at the inaugural World Athletics Ultimate Championship to criticise the advert.

After finishing fourth in her 200m race, the 24-year-old said: 'It was incredible to be part of such an incredible race. Sydney Sweeney, this is what women's sport looks like. 21.4 [seconds, the winning time of Melissa Jefferson-Wooden], muscles, hard work, sweat, blood, tears. This is a beautiful evening.' 

The sprinter – who has previously called herself 'sexy and aggressive' – added that the reality of being a female athlete is rather different than Ms Sweeney's advert suggests.

Ms Hunt continued: 'Obviously we've seen in the last 24 hours everything about the Sydney Sweeney ad, you know, and when you're a woman in sport, it's not pretty. It's not glamorous. It's not sexy all the time, definitely.

'There's some low moments. Even turning up to this championship, my period started yesterday, so that's not really ideal, and that's not ever what you try to really plan for.'

Former Australian Olympic swimmer Ariarne Titmus, a four-time gold medallist, said: 'I can’t describe how infuriated I feel when I watch this. 

'Not only is it a kick in the face to every woman who had dedicated her life to perfecting her craft, but every women who enjoys sports for what it really is – teamwork, friendship, dedication, excellent, unity.

'How do we live in a world where monetising a women’s body and sexualising women’s sport is still a thing?' 

American gymnast Gracie Kramer also led the backlash against Ms Sweeney, posting a response on social media that read 'this is what a woman in sport looks like'.

It prompted a wave of responses from female athletes, including American diver Kassidy Cook, and has been liked more than a million times. 

Fellow Australian Olympian Matilda Kearns shared a video montage featuring clips of the country's women's water polo team training and competing alongside the words: 'I absolutely f**king hate Sydney Sweeney's new sports ad.'

In the caption, she said: 'Like what are we doing… so much worse than I imagined too. Here's some real women's sports content.'

Australian world champion boxer Skye Nicolson said the advert made a 'mockery' of women in sport. She added on Instagram: 'There’s a big difference between looking "sexy" because you do sport compared to using sex to sell "sport".

'There is nothing wrong with looking good and doing sport and there’s nothing wrong with embracing your femininity while also being a badass athlete.'

British sprinter Hannah Williams also criticised the actress, posting a clip of runners with the caption: 'Hey Sydney Sweeney, this is women in sports.

'The ad is such a disgrace for woman in sports... constantly trying to be respected in a male dominated field.'

Olympic weightlifting coach Danielle Bagacay: 'The sexualisation of women in sport [and in life] is an ongoing issue that most [if not, all] women face.

'This issue disproportionately focuses on physical appearance and, instead, overshadows our achievements, hard work and ability to reach athletic goals.

'My purpose and mission as a coach is to focus on improving my athletes' ability, capacity and capability to reach their strength and performance goals.

'Less about the number on the scales or how they look, and more about feel and empowerment.

'I hope whatever Sydney Sweeney is trying to portray will be overshadowed by other women speaking/posting against the brand campaign.'

Fitness influencer Angela Everington wrote: 'Congratulations Sydney Sweeney, you've just rattled every woman in sport.

'45 per cent of teenage girls say they don't feel they have the 'right body shape' for sport.

'A study of women found 70 per cent had seen girls drop out of sport because of sports kit or body-image concerns.

'I'm sure your marketing would have performed just as well if you used your platform to share what the body can do rather than sexualise it.'

However, some have voiced support for Ms Sweeney, with one commenter writing on Ms Kearns' post: 'Easy to hate someone you are also jealous of.' 

Another said: 'It still brought attention to women's sports... stop being such haters to another woman. Full stop. The end.'

'Why all the hate? What ever happened to women supporting women? She didn't kill her kids or anything,' someone else wrote.

The criticism comes after Novig founder and CEO Jacob Fortinsky revealed that Ms Sweeney, who holds an equity stake in the company, had pushed to appear nude in the campaign.

The Euphoria actress was reportedly drawn to the platform because it focuses strictly on sports predictions, while other platforms allow users to make predictions on a broader range of topics.

'She said, "I'm uncomfortable with other platforms that have markets on what colour underwear I'm going to wear",' Mr Fortinsky recalled in an interview with Front Office Sports.

He added: 'Sydney is great at captivating audiences and being the centre of attention.

'In some sense, it forces us into the national discourse.'

Ms Sweeney has since hit back at critics of the advert, sharing a series of Instagram Stories that highlight female athletes who have appeared nude.

The actress posted photos of Serena Williams, Ronda Rousey, Sue Bird, Megan Rapinoe and Caroline Wozniacki posing for magazines.

She added that some male athletes have also previously posed nude.

It's not the first time an advertising campaign featuring Ms Sweeney has sparked fierce backlash. 

Last year she starred in a controversial American Eagle jeans commercial which some deemed racist due to a pun linking 'jeans' and 'genes'.

The label's campaign featured the tagline: 'Sydney Sweeney Has Great Jeans.'

'Genes are passed down from parents to offspring, often determining traits like hair colour, personality and even eye colour... my genes are blue,' she said an accompanying video.

In the fallout, critics of the advert said it promoted eugenics, while US President Donald Trump showed his support for the actress and the brand.

Ms Sweeney told GQ that she found it 'surreal' that the scandal grew so big as to attract attention from the White House.

She said: 'I did a jean ad... I mean, the reaction definitely was a surprise, but I love jeans.

'All I wear are jeans. I'm literally in jeans and a T-shirt every day of my life.' 

Critics accused the brand of echoing eugenicist language around 'good genes' and 'genetic superiority', claiming it appealed to Right-wing and white-nationalist groups online.

In August, American Eagle defended the campaign, insisting it 'always was about the jeans – her jeans, her story.'