British sprinter Amy Hunt directly criticized actress Sydney Sweeney following the 200m final at the World Athletics Ultimate Championship in Budapest, reacting to Sweeney's nude advertisement for the sports prediction market Novig. Hunt, who finished fourth in the race, stated, "Sydney Sweeney, this is what women’s sport looks like!"
Sweeney's ad features her nude, with sports-related props covering her body, promoting Novig's platform where users can trade on various sports outcomes. The advertisement has drawn criticism from other female athletes as well. Australian Olympic water polo player Tilly Kearns expressed strong disapproval on Instagram, stating she "absolutely f–king hated" the commercial. American gymnast Gracie Kramer also voiced her dissatisfaction, posting on Instagram, "Idk what Sydney Sweeney was doing but this is what a woman in sports looks like."
In response to the backlash, Sweeney has shared images on her Instagram story showcasing athletes who have posed nude for various media obligations, including Serena Williams, Ronda Rousey, Sue Bird, Myles Garrett, and Rob Gronkowski for ESPN’s Body magazine. Sweeney herself posted nude images in celebration of NFL game day, a post that garnered over two million likes in less than 20 hours.
Sweeney reportedly approached Novig to finalize the advertising deal, becoming an equity partner in the company. According to Novig CEO Jacob Fortinsky, Sweeney expressed discomfort with other platforms that host markets on less conventional topics, preferring Novig's focus solely on sports. "There’s something clean about sports," Fortinsky quoted Sweeney as saying.