After claims she is sexualising women’s sport, the criticism of Sydney Sweeney’s new advert is growing and TeamGB golden girl Amy Hunt explained why she has spoken out
Sydney Sweeney featured in a promotional video for bookmaker Novig – and it’s not gone down well(Image: INSTAGRAM)
Athletes have come out in force to condemn a sports betting advert featuring a naked Sydney Sweeney as Team GB’s golden girl doubled down on her criticism.
The American has been slammed following the campaign, which sees the 29-year-old with no clothes on as she pretends to play a number of different sports. The ad, for US sports prediction market company Novig, has been bashed with many suggesting sportswomen are still being defined by their appearance – and not their achievements.
British sprinter Amy Hunt, the four-time European champion, made a cutting comment after her race at the inaugural World Athletics Championship in Budapest on Sunday, saying: “Sydney Sweeney, this is what women in sport look like,” in her interview with BBC Sport after.
She is far from the only athlete hitting out. Sydney’s decision to take part has been widely criticised, with retired swimmer Ariarne Titmus saying she understood this type of “bulls**t”marketing” to be a thing of the past.
Water polo silver medallist Tilly Kearns joined the anger, saying, “I absolutely f***g hate Sydney Sweeney’s new sports ad”, while world champion boxer Skye Nicolson said the ad was making a “mockery” of women in sport.
Amy has spoken more about her decision to join the outrage, and appeared on Good Morning Britain to discuss her post-race remarks.
Telling presenters Susanna Reid and Ed Balls about her reasons for speaking out, the star sprinter said there are already enough barriers in place.
“I think when we’re trying to provide role models for young people and young women in sport,” she said. “We really want to show that it’s about what your body can do, not so much what it looks like. I think when we see the stats of 64 per cent of young girls drop out of exercise and sport before they reach the age of 16.
“We don’t need to place any kind of barrier whatsoever in their way in terms of providing the opportunity and the empowerment for them to still exercise, whatever that looks like, professional or kind of just going to do a park run with your friends.
“So it’s about empowering young girls and young women and young people to show that you really can just get out there and you don’t have to worry what you look like. You don’t have to worry about what you’re wearing.”
When grilled on whether the ad could impact how men view female athletes, she agreed and went on: “That was a big thing this year for us with the introduction of new kind of broadcasting regulations, in showing the correct or the more appropriate angles of women competing.
“It’s important to show kind of young people that it’s okay to be whoever you want to be, to wear whatever you want to wear, to look however you want to look, and you can achieve your dreams.”
While some suggested anger should be directed at the betting firm rather than the Euphoria actress, Novig said in a statement that Sydney is not just the face of the campaign, but has joined as “strategic partner and equity holder”.
Sydney finally responded and in a statement, said the campaign was “about embracing a fun idea”. She went on: “The concept is simple: cut through the noise and put the focus entirely on sports. The campaign brings that idea to life with confidence, humour and a playful edge.”
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